By Aimee Chanthadavong

Coles and Woolworths continue to battle it out as each partner with an international chef to help strengthen their marketing strategy.

Coles has signed on U.K chef Heston Blumenthal who will create a range of products with a focus on Australian and Indigenous ingredients that will be available at Coles from autumn 2014.

Coles marketing and store development director Simon McDowell said partnership signals the company’s commitment to food innovation.

“Through Heston’s new range, our customers will now have everything they need to bring some Heston magic to their meals, all year round,” he said.

Meanwhile, Woolworths’ partnership with Jamie Oliver will focus on bringing healthier, affordable food.

“Woolworths customers have told us that they want help to make healthier food choices,” Woolworths managing director Tjeerd Jegen said.

“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.”

As part of the partnership, the supermarket giant has committed to phasing out all caged eggs sold in-store by 2018, including its Own Brand products.