Jamie Oliver has responded to the backlash by clarifying his position on breastfeeding [Photo: Rex Features]
He’s tackled unhealthy turkey twizzler-style school dinners, started a ‘food revolution’ and had barely finished his victory jig over the sugar tax, when Jamie Oliver had seemingly flipped his attention to another health crusade - breastfeeding.
Speaking to LBC radio last week the busy chef announced his concerned about Britain’s low breastfeeding rates and why he felt we should be doing more to improve them.
“We have the worst breastfeeding in the world,” he told LBC.
"If you breastfeed for more than six months, women are 50% less likely to get breast cancer. When do you ever hear that? Never.”
"It’s easy, it’s more convenient, it’s more nutritious, it’s better, it’s free.”
No doubt his intentions were well meant, but what the soon to be father-of-five hadn’t bargained on was just how touchy a subject breastfeeding can be amongst the parenthood.
The dad-of-nearly-five took to Twitter to explain his breastfeeding comments [Photo: Instagram/joolsoliver]
Following his controversial comments on the subject, mums (and some dads) took to social media in their droves to vent their frustration about being told what to do with their nipples.
“Wow, if only I’d had Jamie Oliver to tell me breastfeeding was easy and convenient when my baby wouldn’t latch and got dehydrated!,” one mum wrote.
“Sobbing mum desperately tries to latch on her screaming baby, her raw nipples bleeding
Jamie Oliver: You’re not trying hard enough, treacle” posted another.
Surprised by the upset his comments had caused, the chef has been forced to respond to the backlash by taking to his own social media channels to clarify his position on breastfeeding.
“I understand that breastfeeding is often not easy and in some cases not even possible,” he wrote on Twitter.
“But just wanted to support women who do want to breastfeed and make it easier for them to do so.”
The Oliver clan! [Photo: Instagram/jamieoliver]
Explaining that contrary to popular belief he isn’t going to be fronting a new breastfeeding campaign, and that it is “simply an area of interest” for him following his nutritional studies, the dad went on to write:
“Childhood nutrition starts with supporting pregnant women properly and I expects [sic] Mr Cameron to also be including this in his childhood obesity strategy expected shortly,” he wrote.
“As a father and father-to-be - I would never wish to offend women or mums as I knows [sic] how incredible they are and I would get a kicking when I got home!”
Jamie and Jools recently celebrated their 15th wedding anniversary [Photo: Instagram/joolsoliver]
Breastfeeding gate comes after the 40-year-old and his wife, Jools, 41 announced he and his wife were expecting their fifth baby.
Speaking proudly about the impending addition to the family, he explained it was a “complete surprise” but that he and his wife were both “really pleased”.
Let’s see how Twitter reacts to his response. Over to you mums…
What do you think about Jamie’s response to the backlash? Let us know @YahooStyleUK