July 12, 2011 / 3:23 PM / 8 years ago

UK supermarket ends deal with celebrity chef Jamie Oliver

Jamie Oliver introduces P Diddy at the Concert for Diana at Wembley Stadium in London in this July 1, 2007 file photo. REUTERS/Luke MacGregor

LONDON (Reuters Life!) - J Sainsbury, the British grocer which urges shoppers to “try something new today,” is following its own advice after agreeing to part company with celebrity chef Jamie Oliver following an 11 year association.

Britain’s third-biggest supermarket group said on Tuesday the two sides had agreed to end their partnership, which has spawned over 100 television advertisements, at the end of this year.

“The decision has been made because both parties feel that it’s the right time to move on, especially as Oliver seeks to spend more time on his social projects through The Jamie Oliver Foundation both in the UK and abroad,” Sainsbury’s said.

Sainsbury’s declined to comment on its plans for new partnerships.

Reporting by Mark Potter, editing by Paul Casciato

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