Jamie Oliver and Tesco (LON: TSCO) have partnered up in order to promote the supermarket’s healthy food ranges.
Seven years after his deal with Sainsbury’s (LON: SBRY) came to an end, the chef will feature in the group’s promotional campaign with “helpful little swaps” to encourage healthier food options to customers.
Independent retail adviser, Richard Hyman, said: “It’s a positive move but not a game changer.”
“I’m not sure there’s any single thing that is a game changer in what is a vastly rougher game than ever. What it does do is provide reassurance to customers, like celebrities do in fashion retailing. And he will help draw existing customers to a broader range of products,” he added.
Following the announced partnership, Tesco revealed results of a 2,000 people survey that revealed 70 percent of people think supermarkets should do more to help people make healthier choices.
“These survey results back up what I hear from my audience every single day – Britain wants to know how to enjoy more of the good stuff, in easy, fun and delicious ways,” said Oliver.
“This makes this partnership one of the most exciting opportunities to actually get Britain eating and celebrating more of their five fruit and veg a day.”
“I’m going to work really hard to respond to the different seasons and what the customer is asking for, by creating exciting meals, shortcuts and tips that get people really fired up to cook. Tesco’s part is to make it easier and more affordable,” he added.
Oliver revealed in an interview with the Financial Times last week that he had put £13 million of his own money into his Jamie’s Italian restaurant business to stop them from falling into administration.
Alessandra Bellini, chief customer officer for Tesco, said: “Jamie’s passion and skill to inspire a nation to cook, coupled with our experience and reach in providing millions of customers and colleagues with healthy, quality, affordable ingredients will be a great combination to help people take simple steps to leading healthier lives. This is a natural step in our ongoing work to make healthier eating a little easier.”
“Tesco will have its third health event in store this month and we are excited to have Jamie fronting up the helpful little swaps encouraging customers to buy products lower in fat, salt and sugar, as well as tasty, healthy recipes to try.”
Jamie Oliver’s fee has not been disclosed.