Celebrity chef Jamie Oliver has teamed up with British supermarket Tesco as the face of the chains new healthy eating initiative. Oliver is known for his healthy eating campaigns and fights against obesity.

The campaign called ‘Helpful Little Swaps’ will offer cheap products with reduced levels of sugar, salt and fat, in addition, Oliver will also create a range of recipes for customers and provide tips and tricks for cooking healthier meals at home.

A statement from Tesco’s said that Oliver would help the supermarket develop more healthy eating options that would be less expensive than its unhealthier alternatives. Tesco has been known for its health plan initiatives. The supermarket has made it a point to help fight obesity in the past partnering with the Cancer Research UK, Diabetes UK, and the British Heart Foundation.

“I’m incredibly excited to be partnering with Britain’s biggest and most progressive supermarket. Over the past few years under new leadership, Tesco has consistently raised the bar when it comes to so many important initiatives from food waste to industry reformation and helping kids eat more fruit with their Free Fruit for Kids in-store programme,” said Oliver.

This is not Oliver’s first stint as the face of a supermarket chains campaign. Seven years ago, the star made a departure as the face of Sainsbury’s after a lucrative 11-year deal worth more than $1.9 million.