She divides opinion almost daily, detailing her outfits on social media and allowing the public to weigh in on whether her looks are hot or not.
But this time, Holly Willoughby is causing a clash for a different reason.
Holly’s new book, Truly Scrumptious Baby, is her second parenting advice guide, which hit the shops earlier this year.
In it, Holly offers advice on a hot button topic – raising your child vegan.
Fans have taken to social media to voice their strong opinions on the subject, with some outraged at the idea, while others praise her for speaking out on the issue.
The mum-of-three says in the book: "Weaning a baby on a vegan diet does require a little more planning.
"Energy density of food can be a concern as vegan food is often high in fibre but not very energy dense.
Good for you for promoting the vegan diet from birth.
"Foods such as hummus, tahini, bananas, nut or seed butters, dried fruit, nutritional yeast and fortified (unsweetened) milk make great additions but it does all come back to balance and variety."
Whilst it seems like Holly is saying it's acceptable to wean your baby as a vegan, the NHS website states: "Take care when giving children a vegan diet.
"Young children need a good variety of foods to provide the energy and vitamins they need for growth.
"A vegan diet can be bulky and high in fibre. This can mean that children get full up before they've taken in enough calories.
"Because of this they may need extra supplements. Ask a dietitian or doctor for advice before introducing your child to solids."
Holly does advise parents to consult a dietitian too, but that hasn’t stopped a Twitter debate brewing!
One wrote: "I don't believe this is a choice parents should make for their child unless they have a serious reaction to animal products."
Another went further, posting: “Holly Willoughby and her vegan baby cookbook with no dietary qualifications.
“Potentially causing serious malnutrition harm to someone's baby.”
While a third said: "Feel sorry for the people who buy into this drivel. Not a qualified nutritionist."
However, others were pleased she was showing support for the way of life.
One added: “Good for you for promoting the vegan diet from birth."