The Christmas gift collection includes a Jamie Oliver calendar with recipes for each month of the year. It also features a £16 Olive Oil Selection and a £30 chopping board branded with the Naked Chef's name.
A Sainsbury's spokeswoman claimed it was relaxed about Oliver's deal with Boots, and that it had been offered first access to the range. "We have an exclusive relationship with him in the area of food retailing.
This deal is not in conflict with us because Boots is not a supermarket," she said.
Boots said it was delighted to have secured the deal, which comes just months after the end of a health and beauty joint venture trial in a cluster of Sainsbury's stores. It also follows a recent announcement that Sainsbury's had signed Oliver to spearhead its £51m brand advertising for a further year.
_1.jpg)
.jpg)
