Milk Jnr’s & Kidworks has been brought in by Jamie’s Italian to create new children’s packs, which be used across the chain of 41 restaurants.

The Manchester based agency will produce a pack for 2 key age groups – 3-5 year-olds and 6-12 year olds.

“We obviously want our younger diners to see Jamie’s Italian as a place where they can enjoy the food they love, but we also want them to laugh and have fun. We knew the time was right to revamp what we offered them and we were impressed with how well Milk Jnr’s & Kidworks understood what we are all about,” said Ian Howe, head of marketing at Jamie Oliver Enterprises.

The packs will be launched in September, to coincide with a new menu. Further versions will be produced throughout the year, including a special Christmas edition.