POTTERY manufacturer Churchill China expects to complete its first orders for products carrying the Jamie Oliver name this month.

The Sandyford firm bought the licence to make Jamie Oliver-branded products in February from administrators acting for troubled competitor Royal Worcester.

Churchill believes the celebrity chef's range will help boost sales – although in a statement to the London Stock Exchange yesterday, directors said the impact of the deal would not be seen until the second half of the year.

The Sandyford firm posted pre-tax profits of £3.4 million for 2008 in April, down 17 per cent from £4 million the year before.

Now directors have announced that subsequent trading has been in line with those results.

At the firm's annual general meeting, chairman Jonathan Sparey said: "Our retail division continues to enjoy increased demand, especially from UK customers, with a number of encouraging future prospects.

"We anticipate that the first deliveries of products under the Jamie Oliver licence will be made towards the end of May, but the real benefit of this significant opportunity will commence in the second half of 2009.

"Overall, we believe we have improved our market position within what continues to be a less than predictable market place."