Tesco has announced a new initiative in partnership with celebrity chef Jamie Oliver that aims to make healthier choices easier for customers.
The partnership comes after a recent survey of 2000 people revealed that seven out of 10 families wanted supermarkets to help them lead healthier lives and to make healthier choices more affordable.
As a first step this month, Oliver will front up Tesco’s “helpful little swaps” in store, where healthier alternatives offer reduced levels of sugar, salt and fat, as well as being cheaper for customers.
Tesco said that a basket of “helpful little swaps” will cost 12 per cent less than a regular basket.
The renowned chef will also support Tesco’s work to help colleagues and customers cook affordable, healthier meals from scratch.
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 fruit and vegetables.
“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,” Jamie Oliver said.
“[The recent] 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 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.”
Tesco chief customer officer Alessandra Bellini 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.
“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.
“Together we want to make a real difference to our customers’ and colleagues’ health.”