A Michelin star chef and protégé of Heston Blumenthal has been hired by Lidl as the discount supermarket chases the ‘ BMW classes ’ . Kevin Love , who was formerly the head chef at the multi-award winning Hinds Head pub in Bray , Berkshire , will help the budget chain source gourmet ingredients . The role as ‘ chef in residence at Lidl ’ will see him going head to head with his former mentor , who has had a long-term partnership with the upmarket chain Waitrose . Scroll down for video . Kevin Love ( left ) will go head to head with his former mentor Heston Blumenthal ( right ) The 38-year-old star chef will also feature in the chain ’ s commercials , help develop ‘ Deluxe ’ range products with ‘ a few cheffy twists ’ and offer recipe and cooking tips . The move is the latest effort by Lidl to attract Middle Britain shoppers who want good food but something different – and cheaper – than the mainstream supermarkets . This has involved pushing a range of ‘ Deluxe ’ foods , including Stilton , Hereford fillet steaks and Mussel & Smoked Salmon Chowder , which have beaten the best of the high street in blind taste tests . Heston Blumenthal has had a long relationship with Waitrose to create luxury meals . Lidl is chasing the customers of its upmarket rivals , the so-called ‘ BMW classes ' It has also won over wealthy shoppers with fine French wines at budget prices that have picked up gold medals in international competitions . The company ’ s current adverts are based around the theme of ‘ Lidl Surprises ’ , where ordinary people are given fine food on a market stall only to be surprised that it comes from the discount store . Its Christmas TV campaign took up the theme with diners enjoying a fabulous festive spread only to be told at the end that all the food and drink came from Lidl . The first TV advert featuring the chef shows him cooking meals in a north London gastro pub , before wowing shocked customers by revealing the cheap cost of the Lidl-sourced ingredients . His role will involve sourcing produce that will be stocked in Lidl 's more than 600 stores in the UK and working on food development . In a promotional video on Lidl 's website , he reveals that he will be creating new lines in the firm ’ s deluxe range ‘ with a few cheffy twists ’ . The partnership with the retailer brings Mr Love full circle , for just nine years ago he was a Lidl store manager before going off to develop his skills as a chef . Inspired by his mother ’ s cooking his path in the world of food began washing dishes in a Wimpy bar at the age of 14 and then peeling potatoes in the kitchens of Michelin star Catalan chef Santi Santamoria in Spain . Other jobs in cafes and bars in his native Sussex followed . Heston Blumenthal was key to Lidl 's Christmas campaign . Kevin Love is to take on a similar role for Lidl 's this easter . Subsequently , he saw Heston Blumenthal on TV and set his sights on working for his culinary hero . Within three months of starting at the Hinds Head he was made head chef and later won a Michelin star and three AA Rosettes . Mr Love said : ‘ Lidl has a great foundation . I ’ m going to be working closely with buyers , suppliers and producers to see if we can take it to the next level . ‘ Take a pie for instance . What other cuts of meat can we use ? Can we slow cook or braise them ? How about a water bath ? How can make the pastry have more bite ? ’ Lidl head of advertising and marketing , Arnd Pickhardt , said the partnership goes will go far beyond the usual chef endorsement or product range . ‘ Chef Love has joined the Lidl family full-time and will devote himself entirely to guiding the brand and customers on a journey of culinary discovery . As the partnership matures , so will Kevin ’ s role at Lidl , ’ he said . ‘ In addition to helping customers explore the possibilities inside every Lidl shop , he will be a brand champion and passionate advocate for technical simplicity . ’
New face of Lidl was award-winning chef at Heston Blumenthal restaurant . Chef , Kevin Love , will now go head to head with his former mentor . Lidl looks to take customers from up-market competitors with strategy .