Justin King this week insisted his relationship was healthy with celebrity chef and public face of Sainsbury's Jamie Oliver, following the TV star's rant about parents feeding kids junk food.

King told The Grocer that despite his criticism in a national newspaper of the comments made by Oliver on his new TV show, they were both on good terms.

"I never fell out with him and I 100% agree with his sentiment. My experience says that parents understand the responsibility lies with them. But this shouldn't be about blame."

Oliver's comments, which included calling parents who gave their children fizzy drinks and crisps "arseholes" and "tossers" on Jamie's Return to School Dinners, hit the headlines last month.

In what was seen as a damage-limitation exercise, King wrote in The Guardian: "Unleashing an expletive-filled tirade is not the way to get engagement."