Chef-restaurateur Marco Pierre White last week launched a new food company in partnership with a range of chefs and celebrities including Jean-Christophe Novelli, Nancy Lam and Vineet Bhatia.

The new company, called Conival, will sell a range of celebrity-developed and -endorsed products through major supermarkets. The products range from pre-prepared meals to health supplements.

White told Caterer the products would be aimed at the midmarket and would be priced accordingly. "We are not trying to feed the Queen; we are trying to feed the nation," he said. "The price point has got to be good for the manufacturers, the supermarkets and the consumers."

Products will include ice-cream developed by Novelli, fish-based products from Wheeler's of St James's, Indian meals and ingredients from Michelin-starred chef Bhatia and sandwich fillings from the Earl of Sandwich.

White set up a company called Portfolio Products in April last year in partnership with City entrepreneur and the man behind Loyd Grossman sauces, Andrew Regan. Portfolio signed a range of celebrities to its stable before backing into Alternative Investment Market-listed company Conival for £11.7m last week.

White is a principle shareholder in the new venture, with 17% of shares, while Regan holds 40% through his venture capital vehicle Corvus Capital.

Products are due to hit supermarket shelves later this year, with a meal for two expected to cost about £10.


The Conival line-up

Name Products
Marco Pierre White Unlimited, but will include Mirabelle chocolates
Jean-Christophe Novelli Desserts and ice-creams
Nancy Lam Chinese meals and ingredients
Vineet Bhatia Indian meals and ingredients
Matt Roberts Vitamins, minerals and supplements
Wheeler's of St James's Fish products
Barrough Hospitality Meat (including the Blenheim banger), poultry, game and non-alcoholic beverages