The Ainsley Harriott-backed £1.4 million government scheme to promote healthy eating on a budget through two major multiples and a discounter has been widely criticised.
Described as “not only half baked, but dangerous”, the project - named Supermeals - is a Change4Life initiative encouraging the public to eat healthily and cheaply.
Asda, The Co-operative and Aldi are offering discounts on products such as fruit, veg and fish as part of the scheme.
Celebrity chef Harriott helped create a cookbook full of healthy family meal recipes for under £5 and his cooking tutorials will also be posted on the Change4Life website.
Four million recipe leaflets will also be mailed to families already signed up to Change4Life.
Nutritionist Helen Money told the MailOnline she was "disappointed” by many of the recipes featured in the new campaign.
“The campaign is trying to suggest quick easy meals for people to cook when they get home from work, but there are much healthier meals that can be cooked quickly and easily,” she said.
The campaign has also been criticised by the Labour party, which claims that ministers don’t take public health seriously.
Shadow public health minister Diane Abbott said: “They’re calling this public health but it’s just glorified advertisement for big business.”
FPC CEO Nigel Jenney said: “It takes no time to prepare a tasty meal based on fresh fruit and vegetables.
"This campaign smacks of desperation from government bureaucrats who refuse to value the nutritional benefits of Britain’s favourite vegetable, the potato, and yet include highly processed products among 5 A DAY.
"There’s no excuse for passing off processed products as key ingredients for a healthy diet or resorting to cynical promotions that most people see right through.”
The criticism as been defended by the Department of Health and, at the time of going to press, the scheme will go ahead as planned.
