Tesco has announced a partnership with celebrity chef Jamie Oliver, on a drive to encourage its shoppers to eat and live healthily.
As part of the partnership, Tesco will roll out a series of ‘helpful little swaps’, which will see the launch of healthier product alternatives that offer reduced levels of sugar, salt and fat, and are also cheaper for customers.
A basket of ‘helpful little swaps’ will cost 12% less than a regular basket, the retailer said.
The chef will also offer simple tips for preparing and cooking food from scratch.
Progressive Supermarket
“I'm incredibly excited to be collaborating with Britain's biggest and most progressive supermarket,” Oliver said in a statement.
“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.”
The launch of the new partnership follows a survey of 2,000 consumers by Tesco, which revealed that seven out of ten families believe supermarkets should do more to help people make healthier choices.
Some 70% of respondents also said that they felt supermarkets should do more to offer practical advice on eating healthier.
“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,” said Oliver.
“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.”
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.
