Sainsbury's turns its nose up at Jamie Oliver
Jamie Oliver, the advertising face of Sainsbury's, has been snubbed by the supermarket chain, which has refused to stock most of his new food range.
The celebrity chef is to launch this month a range of 40 herbs, pasta, salads and sauces under his name.
The enterprise, the biggest he has undertaken, is part of his attempt to establish a leading brand in the fresh food market.
However, while Tesco is stocking all the new products, Sainsbury's has yet to commit to taking any of the range.
The company says that it is likely to put a handful of the new jars and packets on its shelves.
A spokesman for the supermarket, which pays £1.2 million a year to Oliver, said: "As with all of our new products, we look to see if there is a point of difference to our existing ranges.
"The guy clearly has a lot of credibility in some areas, but with some of the lines we just can't see the difference."
She said the supermarket might stock some of the pasta sauces, but was unlikely to take the bagged salads. The herbs and spices - such as pink Himalayan salt - are also unlikely to be sold by Sainsbury's.