Sainsbury's Extends Contract with 'The Naked Chef'

LONDON - British celebrity chef Jamie Oliver, better known as the Naked Chef, has agreed to be the face of supermarket chain Sainsbury's for another year.

The TV star, who has worked with Sainsbury's for the past four years, will be featured in a new TV and radio campaign, in which he'll act as a "quality detective", visiting suppliers and buyers, according to British press reports.

He will also work behind the scenes with a new product development team at Sainsbury's.

The supermarket has not revealed how much the new contract is worth, but reports suggest previous deals were worth at least 500,000 British pounds a year.

Sainsbury's has credited Oliver with helping to boost profits by more than 200 million British pounds.
This ad will auto-close in 10 seconds