Celebrity chef Jamie Oliver is joining Tesco in a bid to ‘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 product alternatives offer reduced levels of sugar, salt and fat, as well as being cheaper for customers. The retailer claims 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 good value, ‘healthier’ meals from scratch.

A series of recipes and tips will be in store and online created for Tesco by Jamie. The supermarket states that many of the ingredients from the recipes will be reduced in price and placed together for convenience for customers.

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

Jamie said: “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.”

Alessandra Bellini, chief customer officer for Tesco, added: “Jamie’s passion and skill to inspire a nation to cook, coupled with our experience and reach in providing millions of customers and colleagues with healthy, quality, affordable ingredients will be a great combination to help people take simple steps to leading healthier lives. This is a natural step in our ongoing work to make healthier eating a little easier.”

The partnership with Jamie complements Tesco’s Health Charity Partnership with Cancer Research UK, Diabetes UK and British Heart Foundation announced earlier this year, which aims to improve the health of colleagues, customers and their families.