Remember those quirky Sainsbury's TV ads with Jamie Oliver grating nutmeg over a scrumptious roast? Well, those will soon be a thing of the past after the pair announced an end to their 11 year partnership, reports the Guardian.
With the deal thought to be worth £1 million a year, Oliver will feature in one final ad for the group this Christmas. In total, he appeared in over 100 Sainsbury's adverts that generated record sales for even the most obscure ingredients.
The partnership is ending on mutual terms: "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 told Reuters.
But, as the BBC reminds us, the partnership didn't come without controversy. Famed for his commitment to animal rights and healthy eating, Oliver clashed with the group over his campaign against battered hens, which Sainsbury's later stopped selling. Sainsbury's CEO also took issue over Oliver's harsh criticism to parents who fed their children junk food.
"It's been a fantastic 11 years and together we have achieved some great things. I've made some great friends at Sainsbury's and I know we'll still be talking for years to come," Oliver said in a statement.