Sainsbury's chief tells Oliver he got it wrong

The head of Sainsbury's has gone on record to say that he didn't agree with the chef's comments this week that parents who put junk food in their children's lunchboxes are 'a***holes'.

Oliver, whose School Dinners programme has just begun a second series on TV, said: '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*******.

'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.

But the chef's words didn’t go down too well with the company that sponsors him to the tune of £1 million a year. Justin King, chief executive of Sainsbury's told the Guardian; '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. Dictating to people - or unleashing an expletive-filled tirade - is not the way to get engagement.'

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