A supermarket battle of chefs is rumoured to be underway as Jamie Oliver and Gordon Ramsay look set to slug it out as advertising coups for two rival supermarkets.

Oliver is well known for his advertisements for Sainsbury's, and now it is suggested that Ramsay has been signed up by an as-yet-unnamed rival store.

Ramsay is allegedly set to sign a seven-figure deal, which last week he confirmed he had been approached about. He revealed: 'I have had a very exciting approach from one of [the supermarkets] recently and I am considering it.' The leading retailers have all denied approaching Ramsay, although Marks & Spencer is known to have links to the famously rambunctious chef.

If Ramsay does go head-to-head with cheeky Oliver it could lead to one of the most ferocious advertising battles witnessed on the high street yet.

Ramsay said last week: 'Jamie [Oliver] has been clever and I don't believe he has sold out. You only have to look at the bottom line and the amount of money he puts onto it for Sainsbury's compared with the £500,000 a year he gets for doing it. Personally, I don't think he is getting enough.'