Sainsbury's - Jamie Oliver

Now, I accept that Jamie Oliver is that famous he can just be referred to as Jamie or JO, just like Delia really. He is apparently the most iconic British chef. Don't mention that next time you see Gordon Ramsey! He's only got 10 (and counting) Michelin stars!

I'm not even going to comment on Jamie following in Delia's footsteps in his advertising campaigns for Sainsbury's. But is it just me who can't get his head around this meal for 4 for a fiver thingie?

I like what Jamie's trying to do in schools, and with chickens, but this advertising campaign is just plain daft. It's not difficult to produce a family meal for under a fiver – surely we haven't got to such a state when we need a chef to tell us how to do it?

Even if we do, the way the prices are calculated is daft.

For example, the first two of his recipes, meatballs and bangers & mash, use frozen peas from a 907gm bag. Now, that bag is going to last for at least for two meals, but the full cost of the bag £1.62 is added to both. Likewise, in the Tuna Cakes recipe, the cost of a 1.5kg bag of flour is added when only a dusting of flour is used.

You may say I'm being petty about this, but at the same time they assume that you will use cooking oil from the storecupboard so don't include the cost. It just doesn't make sense.

If people really want to save money don't buy 1kg of Sainsbury's potatoes, costing 89p, for the Tuna Fish Cakes. Buy a 25kg sack from a local farm for about a fiver, about 20p for a kilo – but, Oops, this would mean that the fishcakes, according to Jamie/Sainsburys, would cost £8.39 – even though you do have 24kg of potatoes left, worth £4.80, to feed your family for weeks to come.

Barmy, or what?


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