Jamie Oliver, the public face of Sainsbury's, has been slapped down by the supermarket's boss for his attack on the standards of packed lunches offered by parents. The chef and food guru, who has achieved huge success in improving school meals, is angry his work is being undone by parents who provide "junk" packed lunches. He let rip last week, saying those adults who put crisps, chocolate and sugary fizzy drinks into packed lunches are "idiots", coupled with a host of colourful expletives....
However, the food industry claims there is no such thing as bad food and that it is wrong to demonise products high in fat, sugar and salt. Mr King said: "While I agree with Jamie's drive to get children eating healthily, his attack is neither correct nor the best way to achieve a change. "I ate crisps when I was young and drank fizzy drinks. My children do the same and they should be allowed to enjoy them. "There is no such thing as bad food - just bad diets." He added: "Dictating to people - on unleashing an expletive-filled tirade - is not the way to get engagement."
The comments, in a piece written by Mr King in the Guardian, represent a very public dressing down. They suggest that the relationship is strained and put a question mark over whether the annual contract with Oliver will be renewed. Last year, Mr King ordered a full review of Sainsbury's advertising. This included the possibility of dropping Mr Oliver.
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