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.