Leading chef Oliver to join the great fish fight on TV

Oliver, whose 30 Minute Meals recipe book has just topped the best-seller lists, will be hoping his influence can persuade shoppers to change their habits.

His programmes are part of a new season of Channel 4 programmes, The Great Fish Fight, which will also see Gordon Ramsay swimming with sharks.

Heston Blumenthal and Hugh Fearnley-Whittingstall will also front shows focusing on marine life.

The programmes aim to alert shoppers to diminishing fish stocks and the future impact on the lives of people around the world.

Oliver – who has generated more than 100m through his book sales – will present a 10-part series Jamie's Fish Supper.

The 35-year-old will show how to cook more common varieties such as mackerel, coley, mussels and trout.

The series will also introduce eco-chef Arthur Potts Dawson.