Jamie Oliver, the celebrity chef, is to launch a new “authentic” Italian restaurant chain.

The chain, to be called Jamie’s Italian, will offer a “fast, urban-casual dining experience”.

“It’s always been a desire of mine to tackle the issue of the quality of high street dining,” said Oliver. “There are some little places, privately owned by dedicated people, who are doing a good job, but they’re few and far between.

“I don’t think many of the chains really give consistent quality at a decent price. We aim to change that.”

Prices will start at £5 for a pasta dish. All pasta will be freshly made onsite and artisan bakers will make bread daily.

The first Jamie’s Italian site is due to open in Bath early next year, with Brighton and Cambridge expected to follow suit. Within the next few years, Oliver is aiming to open up to 40 sites across the UK.