Jamie Oliver is back with yet another venture

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The first Recipease shop is due to open in Clapham next month and the celebrity chef is planning to open more throughout this year and next.

Like many of his television shows, the stores are designed to inspire more people to take an interest in food and cooking.

Oliver, who already runs the Fifteen chain of restaurants, said: "I've wanted to create something special like this for a long time, something which offers the support and solutions in the neighbourhood that people need these days as so many people were never taught to cook at home or in school.

"I think we can really get people excited about food - young mums wanting ideas for the family, blokes wanting to impress the girlfriend, professionals planning a dinner-party, everyone.

"Whether you've got time or not, we can add a little bit of something extra and teach people in a friendly way, like I was taught.

"I really believe that if the produce and product is exceptional and good value, then people will find this service dead handy."