The Woolworths and Coles rivalry has extended to the location of their celebrity chefs with Woolies signing Jamie Oliver after Coles partners with Heston Blumenthal.

Woolworths said the new partnership will focus on “bringing better, healthier, affordable fresh food to life for everyday Australians” and giving consumers the confidence to cook at home.

As part of the deal, Woolworths is phasing out all caged whole eggs by 2018 and will sell only RSPCA, or equivalent approved, fresh chicken by the end of 2014.

Tjerd Jegen, Woolworths’ managing director, said: “Woolworths customers have told us they want help to make healthier food choices. We’re really excited about working with Jamie to help Australia live and cook well by choosing fresh options, all while keeping the shopping budget under control.”

The fresh, but budget conscious, focus of the partnership comes as Oliver releases his latest cook book: Save with Jamie.

Coles announced it was working with London chef Heston Blumenthal on October 2.