Jamie Oliver and Heston Blumenthal in supermarket battle

Jamie Oliver will take on Heston Blumenthal in the battle of the big two supermarkets with the king of pukka tucker being announced as the new face of Woolworths.

The supermarket giant said Oliver's focus will be on promoting and developing fresh and healthy food, just days after Coles revealed it would be partnering with Blumenthal who will create a range of local products, some using indigenous ingredients, for release in autumn 2014.

Woolworths managing director, Tjeerd Jegen, said he was looking forward to working with Australia's favourite chef and cookbook 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," Mr Jegen said.

"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."

Oliver is as well-known for health-food campaigning as he is for his TV shows, best-selling cookbooks and restaurant franchise, Jamie's Italian, which has outlets in Sydney, Perth, and is soon to open in Canberra.

Blumenthal is better known for his TV chemistry experiments on food and world famous Fat Duck restaurant in England.

While both chefs already have their own branded products, including luxury Christmas lines, with their respective supermarket partnerships, it will be the first time they will have products specifically designed for Australia.

Woolworths currently stocks Jamie Oliver-branded pasta, pasta sauces and pestos and frozen fish products. The range will be extended from February next year to include bruschetta, olive oil and balsamic vinegars, plus spices, rubs and ready-to-eat grains.

"In 2014 we will be working together with Jamie and his team to develop exciting products exclusively for Woolworths, bringing some fantastic affordable, better for you products to our stores," Mr Jegen said.

He added that Oliver was chosen over local talent because "he's a chef who cooks the way we like to cook".

"Jamie loves Australia and Aussies love him, so he's a natural choice for us," he said.

Oliver said the aim was to "inspire Aussies to cook more fresh food from scratch ... 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," he said.

Source: News.com.au, 4 October 2013