Unsurprisingly January 2012 marks the beginning of another celebrity chef led campaign targeted at improving the diet of the average citizen. This year, Ready Steady Cook chef Ainsley Harriott has jumped on the fruit and veg wagon and is the latest Government sponsored chef who is taking on the arduous task of trying to slow the speed at which the UK’s waistband is expanding.
The 2012 campaign involves the TV chef joining forced with Jamie Oliver and Lloyd Grossman to produce a cookbook of healthy “supermeals”, all of which come in at £5 and under in a bid to demonstrate how it is possible to eat healthily on a budget.
So far three large supermarket chains (Asda, Co-op and Aldi) have agreed to sell the ingredients needed at a discounted rate and four million recipe cards are set to be posted to families.
It is not yet known how much of a discount that chains will offer, but even so, Shadow Public Health minister Diane Abbott is already sceptical about it working – coining it “an advertisement for big business”.
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