Celebrity chef Jamie Oliver has joined Tesco’s new healthy eating initiative to encourage people t make healthier swaps.

The partnership has been announced to after a survey revealed that seven out of ten families want supermarkets to help those lead healthier lives and make healthier food more affordable. The chef is fronting the ‘helpful little swaps’ in stores, suggesting healthier alternatives to food packed with sugar, salt and fat.

Alessandra Bellini, chief customer officer at 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 to leading healthier lives. This is a natural step in our ongoing work to make healthier eating a little easier.”

‘Helpful little swaps’ will not only offer reduced levels of sugar, fat and salt, but also be cheaper for customers – a basket of ‘helpful little swaps’ is expected to cost 12 per cent less than a regular basket of shopping.

Alongside this, Oliver will be helping Tesco colleagues and customers cook healthier, tastier meals from scratch. Recipes and tips will be available both in stores and online, with recipes being low cost and the ingredients placed together for customer convenience.

Speaking about the campaign, Jamie Oliver, said: “I’m incredibly excited to be collaborating with Britain’s biggest and most progressive supermarket. Over the past few years, under new leadership, Tesco has consistently raised the bar when it comes to so many important initiatives: from food waste, to leading on industry reformulation and helping kids eat more fruit with is brilliant Free Fruit for Kids in store programme.

“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. This make 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, short-cuts and tips that get people really fired up to cook.”

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