Celebrity chef and serial campaigner Jamie Oliver has joined forces with Sainsbury’s for a drive to feed families of four for £5.

The “Feed your family for a fiver” campaign hopes to encourage families to cook healthy affordable meals from scratch rather than relying on ready meals.

As the credit crunch hits family budgets and food prices continue to rise, Sainsbury’s insists that the price of many raw ingredients it sells are lower in real terms than they were a hundred years ago.

Sainsbury’s director of own-brand Judith Batchelar said: “We’re determined to offer good quality, fresh food for our customers at an affordable price. Britain may be tightening its belt this year, but the family members who enjoy our£5 feasts won’t be left hungry.”

Meals including spaghetti and meatballs will feature in Sainsbury's new ad campaign, which is due to air for the first time on TV tomorrow (March 26). Ingredients and prices will also displayed on shopping tip cards in stores and online.

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