British fruit and veg will take centre stage in Tesco’s new partnership with Jamie Oliver.
Tesco recruited Oliver in a bid to help shoppers eat better after their survey revealed seven out of ten families want supermarkets to help them buy healthier.
Their goal fitted in well with Oliver’s long-time campaign to change the culinary habits of the UK. Oliver said he wanted to get people “fired up to cook” with fresh produce.
“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 its brilliant Free Fruit for Kids in-store programme,” Oliver said.
“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, short-cuts and tips that get people really fired up to cook. Tesco’s part is to make it easier and more affordable.”
Oliver’s first task will be to help customers upgrade their choices to healthier alternatives through in store ‘helpful little swaps’ promotions.
A series of healthier recipes and tips will be in store and online created by Oliver, whose ingredients tips will cost 12 per cent less than a regular basked according to Tesco. The ingredients for his recipes will be reduced in price and placed together to help customers, with a focus on British fruit and veg according to Tesco.
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.”
