Tesco is strengthening its partnership with Jamie Oliver by developing a new advertiser-funded cookery programme aimed at families struggling with the cost-of-living crisis.
According to The Grocer, the UK’s largest retailer will launch ‘Jamie’s 5 Ingredient Meals’ on Channel 4 next week, which is aimed at helping consumers buy less food in their weekly shops and make better use of the ingredients in their store cupboards.
Oliver – who is a prominent part of Tesco’s healthy eating campaign – will cook recipes from his book ‘5 Ingredients Mediterranean’, with items sourced from Tesco.
The cost per serve of the recipes will start from 50p, going up to £1.70. At least two recipes per show will cost under £1 per serve, and the recipes will be available online at Tesco Real Food after broadcast.
In each episode Oliver will be joined by a renowned chef as they share their culinary heritage and influences – episode one will see Oliver joined by renowned Spanish chef José Pizarro.
Earlier this year, Tesco was encouraging customers to take up a ‘Use Up Night In’ to cut food waste and spending amid the cost-of-living crisis – supported by Jamie Oliver.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
Tesco group customer director, Emma Botton told The Grocer: “Although families are keeping a close eye on the household budget, they still want to create meals that are delicious and interesting, using ingredients they already have at home or that they can get by popping down to their local Tesco store,”
“Jamie’s energy and passion is infectious and we’re sure he’ll inspire families up and down the country to have a go at the recipes in their own kitchens.”
Jamie Oliver Group chief commercial officer, Megan Van Someren commented: “We are incredibly passionate about inspiring as many people as possible to experience the benefits of cooking.
“That’s why it’s perfect to partner with Tesco to create this entertaining and engaging advertiser-funded programme, demonstrating how only five everyday ingredients can be transformed into delicious, affordable dishes,” she said.
Last year, Tesco partnered with a raft of retailers and suppliers to call on the government to take “meaningful” action to cut childhood obesity, after a series of backtracks on public health commitments.
