The government has been embarrassed by “apolitical” celebrity chef Jamie Oliver and Sainsbury’s, who have distanced themselves from a Department of Health campaign to encourage families to eat together.
A spokesman for Oliver, who spearheaded a national campaign to improve primary school dinners, said: "He is not getting involved with the government on this. He is apolitical."
Earlier this week, Dr Fiona Adshead, the deputy chief medical officer, said the government was negotiating with Oliver and Sainsbury's on a healthy eating campaign.
Sainsbury's, which uses Oliver as front-man for its promotional campaigns, has also insisted that it is not in negotiations with the department over a family meal time campaign. "We are one of many companies that the Department of Health are talking to, but we have not had any discussions on this yet," said a spokesperson.
The DoH is, however, still keen to get Sainsbury’s involved.
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