Tesco teams up with Jamie Oliver for cost-of-living new series

By: Trademagazin editor Date: 2023. 10. 10. 09:59

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.

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.

Grocery Gazette