Oliver's new twist for Sainsbury The celebrity chef tells Richard Fletcher how he became the driving force behind some of the supermarket's latest ranges

The Sunday Telegraph London | August 24, 2003| | Copyright

He is the pukka celebrity chef who is almost as well known for his TV adverts as his recipes. But Jamie Oliver, the cheeky-chappie, is getting serious.

Oliver may be the public face of Sainsbury and the star of those TV adverts, but having signed a new pounds 1m deal with the supermarket chain the chef is turning his attention to more nitty- gritty aspects of the business. Most importantly, he is developing products for Sainsbury which are aimed at taking the supermarket chain into a whole new league.

While Sir Peter Davis, Sainsbury's chief executive, may struggle to articulate his vision for ...

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