Just days after Coles revealed its project with British celebrity chef Heston Blumenthal, Woolworths has announced a partnership with British celebrity chef Jamie Oliver. Where Blumenthal’s brief is to build on Australian and indigenous ingredients, Oilver’s theme is to inspire a healthier Australia.

Woolworths says it plans to phase out all caged whole eggs sold in store by 2018, including those used in its own-brand products and the removal of all chicken products that does not meet the RSPCA or equivalent approved standards by the end of next year as part of the Oliver deal.

In a statement released this morning Woolworths says, “The partnership will focus on bringing better, healthier, affordable fresh food to life for everyday Australians, giving them the information and confidence to prepare great tasting fresh meals at home.”

Woolworths managing director , Tjeerd Jegen, says he’s looking forward to working with Australia’s favourite chef and cook book author. “This partnership is a natural fit – Jamie is world famous for his passion for fresh food, and Woolworths is Australia’s fresh food people.

“Woolworths customers have told us that they want help to make healthier food choices. We’re really excited about working with Jamie to help Australia live and cook well by choosing fresh options, all while keeping the shopping budget under control,” he says.

Jamie Oliver says in a statement: “I’m incredibly proud and excited to be working with Woolies – Australia’s fresh food people. Together our aim is to inspire Aussies to cook more fresh food from scratch and to have fun with it, all safe in the knowledge that they’re feeding themselves and their families with quality, affordable and local ingredients they can trust.

“We’ve got loads of great stuff planned that’ll help all you lovely Aussies make some healthier choices and get excited about what you can achieve in your kitchen at home. I can’t wait to get started.”