Just days after Coles announced a partnership with TV chef Heston Blumenthal, celebrity chef and fresh food campaigner Jamie Oliver has been named as the new face of Woolworths.
According to Woolworths, its partnership with Oliver will result in some significant changes, some of which are already underway, including the phasing out all caged whole eggs sold in-store by 2018, including those used in Own Brand products.
Woolworths will also move to RSPCA or equivalent approved standards for all fresh chicken sold in-store by the end of next year. Additionally, the chicken used in Own Brand products will also be RSCPA or equivalent approved by the end of 2018.
“We’ve got loads of great stuff planned that’ll help all you lovely Aussies make some healthier choices and get excited about what you can achieve in your kitchen at home. I can’t wait to get started,” Jamie Oliver said.
“Together our aim is to inspire Aussies to cook more fresh food from scratch and to have fun with it, all safe in the knowledge that they’re feeding themselves and their families with quality, affordable and local ingredients they can trust.”
Woolworths managing director, Tjeerd Jegen, said he was looking forward to working with Australia’s favourite chef and cook book author. “Woolworths customers have told us that they want help to make healthier food choices. We’re really excited about working with Jamie to help Australia live and cook well by choosing fresh options, all while keeping the shopping budget under control.”
Woolworths and Coles already sell branded-products from the TV chefs. Woolworths, for instance, already sells Jamie Oliver brand pasta and pasta sauces and pestos. These deals, however, are expected to result in the creation of exclusive products for the retailers.
Coles' partnership with the experimental Blumenthal, for instance, will result in the creation of an extensive range of products with a focus on Australian and indigenous ingredients, available only at Coles from Autumn 2014.
Blumenthal is currently exploring the country’s ingredients with his team, meeting local suppliers and manufacturers to incorporate as many native ingredients as possible in his new Coles’ range.
"It’s an incredibly exciting opportunity to work with Coles and to fully explore the different tastes and flavours of Australia," Blumenthal said.
“Australia not only boasts one of the most exciting restaurant scenes in the world, but the whole country seems to be excited by the food scene so there’s a brilliant energy.”
Coles marketing and store development director, Simon McDowell, said the exclusive partnership was an amazing new opportunity for Coles and one that reinforces our commitment to continually push the boundaries of food innovation.
Australia's two major supermarkets have inked partnership deals with celebrity chefs.
