Sainsbury's has delisted all seven of the chef's fresh meat and cheese products over the past year most recently the Jamie Oliver Classic Burger, dropped from shelves last month, data from BrandView.co.uk revealed.
"Sainsbury's decided the fresh products didn't work alongside its popular Taste the Difference range," said a spokesman for Oliver's Fresh Retail Ventures. Sainsbury's said it was unable to comment on its relationships with suppliers.
Oliver's fresh meats, sausages and pasta remain on sale in Tesco and Asda, but no Oliver-branded cheese is listed in the mults at present. The seven-strong range of Mediterranean cheeses that Oliver launched with supplier Avilton Foods earlier this year has also yet to be listed by the mults, although Fresh Retail said the range would go on sale in 2012.
Avilton Foods collapsed into administration last month. Its senior management has since set up a new business, Viva Foods, which is supplying Oliver-branded cheeses and some ambient products.
Sainsbury's continues to stock ambient Jamie Oliver products and also carries more of Oliver's cookery books than any other big four retailer. It said it would also soon stock Oliver's frozen fish range, launched in partnership with Young's in August.