Renowned chef and campaigner Jamie Oliver is joining Tesco, Britain’s leading food retailer to help make it easier for the nation to eat well and live healthier lives.

As a first step this month, Jamie 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.  A basket of ‘helpful little swaps’ will cost 12% less than a regular basket.

Jamie will also support Tesco’s work to help colleagues and customers cook great value, healthier meals from scratch.

A series of healthier recipes and tips will be in store and online created for Tesco by Jamie. 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 veg.

The partnership has been announced following a recent survey of over 2,000 people which found that seven out of ten families say they think supermarkets should do more to help people make healthier choices, with almost 70% also saying they would like more practical advice and inspiration on healthier alternatives.

Jamie Oliver said:

“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.

“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. 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.”