Sainsbury’s is understood to be in talks with TV chef Lorraine Pascale in a deal reported to be worth £1m.

According to the Mail on Sunday, the former catwalk model has been approached by the supermarket to replace Jamie Oliver, who will star in his last TV campaign for the grocer this Christmas.

However, Sainsbury’s did not confirm the move. A source close to the company said some chefs may be used on an ad hoc basis but it had not yet decided whether to have another ‘face of’ for its campaigns.

Pascale, a classically trained chef and specialist cakemaker – is reported to have impressed Sainsbury’s with her model looks and cooking experience.

She also runs her own cake making business, Ella’s Cakehouse, which supplies London department store Selfridges.

A spokeswoman for Sainsbury’s said: “We are working on a number of new ideas and it is too early to reveal any other plans. We are committed to working with Jamie until the end of this year and will reveal our new plans shortly.”