Jamie Oliver will offer New Zealand’s own Karma Cola in his restaurants Jamie’s Italian and Barbecoa. The partnership coincides with the launch of Karma Cola’s new sugar-free option, with the tagline ‘Drink No Evil’. Oliver has long been an outspoken critic of sugary beverages and supports a sugar tax in the UK. While Coca Cola has taken the brunt of his criticism, with the celebrity chef going so far as to campaign to remove Coca Cola as an Olympic sponsor, Karma Cola will not be a complete replacement, with Coke still being offered at the restaurants.

Karma Cola co-founder Simon Coley is excited about the new partnership, noting that the UK is the company’s second largest market. It is currently sold in Waitrose, Ocado, Ceviche, Restaurant Story and in other independent stores, restaurants and cafés.