The frontman of the new Breaking Into Tesco TV series, Simon Rimmer, will launch his new food range exclusively into Sainsbury's, it has emerged.

Celebrity chef Rimmer is the mentor chef in the Dragon's Den-style cooking show Breaking Into Tesco. The winning product will be listed in Tesco.

However, Rimmer has opted to launch his new venture, a tie-up with vegetarian brand Cauldron, into Sainsbury's before going into other multiples when the exclusivity deal ends in September. Branding and packaging is still being finalised for the May launch, but the range will debut with two products to "dip its toe in the water" ahead of more lines later this year.

Tesco said it had great links with the chef thanks to the show, which it stressed was not a "Tesco programme", but did not know about the launch.

"We have not had specific discussions about his range, but it is something we might look at in the future," said a spokeswoman.

The move is a reversal of the situation surrounding the launch of Jamie Oliver's new food range.

Despite Oliver being the face of Sainsbury's, the 40-strong range debuted in Tesco this month. Sainsbury's said this week it would stock 14 of the lines from April.

The two Simon Rimmer for Cauldron products - pesto & mozzarella risotto bites and leek, cheddar & rosemary crisp bakes - are intended to broaden the brand's appeal beyond vegetarians.