Celebrity chef Jamie Oliver has made his first move into the hotel market in a partnership deal with Scandic that will see him revamping the Nordic hotel chain's food offer.
Under the terms of the three-year agreement, Oliver will focus on different target groups each year, starting with children, revamping traditional meals as well as adding new dishes and using organic produce.
Oliver said: "I'm very careful about choosing companies to work with, and only really get excited about partnerships when I feel that we share the same values.
"Working with a hotel chain is a new platform for me, and it'll be cool to work with food in a whole new arena."
Frank Fiskers, Scandic's president and chief executive, added: "Scandic has a long history of reinvigorating the industry by thinking along new lines.
"We're now continuing along our chosen path by being the first hotel chain to enter into a close and long-term partnership with Jamie Oliver, a celebrated profile who stands for creativity, quality and strong, healthy values."
Scandic is currently working with furniture store Ikea to develop a new hotel in Moscow.
By Gemma Sharkey
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