Celebrity chef Jamie Oliver’s British chain has gone into insolvency, partly because of increased competition and rising rents.

(NBC News)

The chain includes ”Jamie’s Italian,” ”Fifteen, and ”Barbecoa”.

There are two ”Jamie’s Italian” in Canada; Yorkdale and Square One Shopping Centres.

They will remain open.

Oliver, 43, known for his TV shows and cookbooks, says he’s ”deeply saddened” by the move, that puts 1,300 jobs at risk.

”I appreciate how difficult this is for everyone affected.”  

Oliver’s business had been in trouble for at least two years. 

He even personally put around $22-million Canadian into his Italian chain, but it wasn’t enough.