Celebrity chef also continues with food development work
Jamie Oliver has signed a one-year extension to his contract with Sainsbury's. The deal will take him into his seventh year as the supermarket's frontman.

Oliver first signed with Sainsbury's in June 2000 and has featured in 100 television adverts for the retailer.

One of the supermarket chain's most successful campaigns to date includes the Try Something New Today series. The success of the launch advert, featuring Oliver sprinkling nutmeg over spaghetti bolognaise, led to the grocer needing to order two years' worth of nutmeg stock to satisfy customer demand.

As well as appearing in adverts, Oliver will continue to work with the supermarket's food development team.

Sainsbury's brand director Helen Buck said: 'Jamie's passionate but down-to-earth approach to food is the perfect centrepiece to our Try advertising campaign. Our customers agree - our research shows thousands of them are taking inspiration from Jamie's ideas and trying them at home. We're looking forward to continuing the great work he does.'