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7 November, 2012 - 14:23 By Tony Quested

Jamie Oliver cooks up app-etite for Cambridge technology

The technology also unlocks additional behind the scenes content – including a video of Oliver using and explaining Aurasma.

Jamie Oliver has become the first chef to use augmented reality technology to encourage people to get into the kitchen and start cooking.

In an all-Cambridge UK alliance, The Jamie Oliver 15-Minute Meals companion app – for the TV series and newly released book – harnesses Aurasma's augmented reality platform to bring recipes to life, allowing users to view meal cards and exclusive content by simply pointing their smart device at the pages of the book.

Channel 4 put the app into appetite by launching an app as a companion to the new TV series and book, which integrates with Aurasma’s augmented reality software.

Dishes from Oliver’s latest TV series, 15-Minute Meals, are delivered as digital meal cards, containing ingredients and equipment lists, nutritional information and the ability to set reminder for the TV series.

Meal cards for recipes from the book and exclusive content are also available. In a first for Channel 4, the meal videos for each dish were available to purchase ahead of the TV series on-air premiere.

The app was produced in collaboration with Channel 4 and Fresh One Productions and uses Aurasma to allow smartphone and tablet holders to point their phone at any full page image in the new cookbook.

The technology also unlocks additional behind the scenes content – including a video of Oliver using and explaining Aurasma.

Marc Goodchild, digital product exec, Fresh One Productions said: “Jamie has always been right at the forefront of innovation – he was the first chef to bring out his own app and now he has become the first to embrace augmented reality with his new book and TV series. The Aurasma feature in the app really has allowed us to tie in together the book the TV series and offer the users something extra.”

Matt Mills, Head of Partnerships at Aurasma added: “Working with Jamie Oliver has been a dream of ours since we first launched Aurasma back in June last year. Our technology is fundamentally a fantastic new way to help people engage with and understand instructional information.

“Jamie understood this potential immediately and has used Aurasma across 15-Minute Meals to lend an augmented hand to cooks up and down the country.”

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