Jamie Oliver joins Tesco to promote healthy eating

Jamie Oliver is joining Tesco, Britain’s biggest food retailer to promote healthier eating through a new ‘helpful little swaps’ campaign. 

A series of healthier recipes and tips will be in store and online created for Tesco by Jamie Oliver. Many of the ingredients from the recipes will be reduced in price and placed together for convenience for customers – with a focus on British produce.

The partnership has been announced following a recent survey of over 2,000 people which found that seven out of ten families say they think supermarkets should do more to help people make healthier choices, with almost 70% also saying they would like more practical advice and inspiration on healthier alternatives.

Jamie Oliver said: “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. I’m going to work really hard to respond to the different seasons and what the customer is asking for, by creating exciting meals, short-cuts and tips that get people really fired up to cook. Tesco’s part is to make it easier and more affordable.”

Alessandra Bellini, Chief Customer Officer for Tesco said: “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.

The first set of recipes by Jamie Oliver will be available in Tesco stores from September and include an egg-based Mighty Mushroom and Kale Frittata.

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