CELEBRITY chef and restaurateur, Jamie Oliver is best known to choose the least conventional path.

Barely 24 hours after that-oh-so ferocious blaze engulfed the 24-storey Grenfell Tower in London on Wednesday, the TV host/cookbook author displayed his benevolent side by extending a helping hand to those affected by the tragedy.

In an Instagram post, the celebrity chef says he will provide food and temporary shelter to the victims.

Oliver invites the victims to his Jamie’s Italian eatery in Westfield, located around 2km from the scene.

“To any of the 100's of families effected by this terrible fire at Grenfell Tower Notting hill today, you are all welcome to come hang out in my restaurant and be fed and watered by my Jamies Italian team.

“We are in the Westfield, just around the corner. Food and drink free of charge so just go and speak to my manager Juan and we will sort you out and give you some love,” he wrote on Instagram.

To any of the 100's of FAMILIES effected by this terrible fire at Grenfell Tower Notting hill today, You are all welcome to come hang out in my restaurant and be fed and watered by my Jamies Italian team. We are in the Westfield just around the corner. Food and drink free of charge so just go and speak to my manager Juan and we will sort you out and give you some love .... this is for victims of the fire our thoughts, love and prayers are with you all big love jamie x x x x

A post shared by Jamie Oliver (@jamieoliver) on


The block, which housed 120 units of apartments went up in flames in the middle of the night forcing some residents to throw their children out of windows to safety.

At least 12 people are now confirmed dead with another 78 hospitalised.