Tesco and Spar have stepped in to sponsor British Food Fortnight, which has switched dates to coincide with the Olympic Games.

The celebration of British food will now run between 27 July and 12 August under the title ‘Love British Food 2012’.Thousands of shops, pubs and restaurants and other retailers are expected to participate.

Spar is the event’s official partner for the c-store sector and will run promotions in over 2,000 stores. “We are delighted to be an official partner,” said a spokeswoman. “This is a fantastic promotion for us to be involved with.”

Tesco will also run promotions in-store and in all its Tesco cafés.