Sainsbury's gives Jamie Oliver a ticking off over school lunches

The chef and food guru, who has achieved huge success in improving school meals, is angry his work is being undone by parents who provide "junk" packed lunches.

He let rip last week, saying those adults who put crisps, chocolate and sugary fizzy drinks into packed lunches are "idiots", coupled with a host of colourful expletives.

However, the attack has not pleased the heirarchy at Sainsbury's, who make millions of pounds selling the type of lunchbox food that Oliver hates.

Sainsbury's pays the chef and food health campaigner more than £1 million a year to star in its TV commercials.

Oliver's credibility, his position as a person the nation can trust and his association with quality food have been instrumental in helping the supermarket revive sales and profits.

Now Justin King, the chief executive at Sainsbury's, has put Oliver on notice that he does not appreciate an attack which could, if parents take note, hit the company's performance.

Oliver launched his tirade at the launch of a follow-up TV programme looking at what progress has been made in improving school meals as a result of his "Feed Me Better" campaign.

While filming, he found around 75 per cent of packed lunches were made up of "inappropriate" snacks, fizzy drinks, crisps and sweets.

He said eating chips and processed food in unhealthy school dinners "was the quickest way to heart disease".

Oliver, who has two daughters, added: "I've spent two years being politically correct about parents but it's time to say, if you're giving your kids fizzy drinks then you're an a*******."

He went on, saying: "If a chocolate bar, fizzy drink and bag of crisps are part of your kid's daily diet, then they aren't getting the right kind of nutrition for proper growth and are going to face a load of serious health problems from early adulthood.

"We can't go on letting our kids think that things that aren't normal are normal."

However, the food industry claims there is no such thing as bad food and that it is wrong to demonise products high in fat, sugar and salt.

Mr King said: "While I agree with Jamie's drive to get children eating healthily, his attack is neither correct nor the best way to achieve a change.

"I ate crisps when I was young and drank fizzy drinks. My children do the same and they should be allowed to enjoy them.

"There is no such thing as bad food - just bad diets."

He added: "Dictating to people - on unleashing an expletive-filled tirade - is not the way to get engagement."

The comments, in a piece written by Mr King in the Guardian, represent a very public dressing down.

They suggest that the relationship is strained and put a question mark over whether the annual contract with Oliver will be renewed.

Last year, Mr King ordered a full review of Sainsbury's advertising. This included the possibility of dropping Mr Oliver.