Jamie Oliver’s plans to hold a food and music festival in Hackney have been ditched amid concerns that it could breach Olympic branding restrictions.
The Big Feastival was planned for this summer in Victoria Park and would have featured bands as well as taster dishes from London’s top restaurants.
But organiser Taste Festivals feared the stalls might break Locog’s rules, which state that non-sponsor brands cannot associate themselves with the Olympics.
Taste was unclear whether the regulations applied to Victoria Park, one of the BT London Live sites where the Games will be shown on big screens.
Chief executive Justin Clarke told Event Magazine that Oliver was disappointed by the decision, adding there was no “clarity” on the branding issue.
Instead, Taste has decided to hold the festival in September at the Oxfordshire farm of Blur bassist Alex James.
