Jamie Oliver has been very vocal about his campaigns to improve the nation's eating habits.
In fact, the 43-year-old chef has been behind some of the most famous initiatives towards healthy food in recent years - including his 2005 Feed Me Better which aimed to educate schoolchildren about 'good' foods.
But we fear he may have annoyed a few people with his earnest campaigns and "war on sugar" as This Morning viewers were quick to call him out as a "hypocrite" today (Friday 14 December).
Appearing on the show, the Essex-born star cooked up a festive menu for hosts Rochelle Humes and Phillip Schofield including a limoncello tiramisu.
And fans were quick to call him out for preparing a dessert.
Jamie bans everything or wants to ban everything!" added another. "But eats a bacon sandwich covered with butter #ThisMorning.
Especially one laden with honey, biscuits and booze.
And viewers were further irritated when he mentioned his favourite breakfast was a "bacon sarnie".
One blasted: "@jamieoliver eating a bacon sandwich on live
#thismorning while having the stones to get the nation to eat healthier, yeah O.K. Jamie. #Hypocrite."
Another piled in, saying: "I hate Jamie Oliver me, bans turkey twizzlers and brings a sugar tax in but look at all this unhealthy [bleep] he’s making on
A third said: "Jamie Oliver: 'We should ban ready meals and sugary food to save the health of the nation's children.' Also Jamie Oliver: 'The best gravy? Why, it's chicken grease and flour.' I'll stick to the turkey twizzlers, ta.
"Jamie bans everything or wants to ban everything!" added another. "But eats a bacon sandwich covered with butter
While Jamie did try to make his dessert healthier by using honey instead of sugar and natural yoghurt instead of cream, this did little to appease the furious masses.
Radio 2 fans also pulled him up on his appearance this morning, when he recommended goose fat for the roast potatoes...
Looks like food fans are really going to hold a grudge about that sugar tax Jamie...
And don't get them started on why he wasn't wearing a festive top on Save The Children's Christmas Jumper day...
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