Could we love Jamie any more?
Talented chef, adorable father and avid advocate for raising awareness on unhealthy foods, Jamie has taken his campaigning to the next level.
Giving evidence to the health select committee today, the father-of-four told David Cameron more needed to be done to tackle the obesity crisis.
The 40-year-old called for a ban on energy drinks in lunch boxes, clearer messaging on food packaging, increased cookery lessons in schools, and for junk food adverts only to be broadcast after the watershed.
Handing out bottles of fizzy drinks with customised labels showing the amount of teaspoons fizzy drinks contain, he said:
'I do think that tiny bit of branding is powerful.
'I am talking about empowering parents that are busy. I just stuck this on but I believe that Britain should have this.
'I am massively passionate that British people, if given clear information, make good choices. Not all the time, but a lot.
'We are normalising the consumption of sugar at home. It is completely inappropriate.
'One of the things that upsets me is energy drinks in lunchboxes. There is no standard for lunchboxes.’
The TV chef also called for a tax on sugar, praising David Cameron for reviewing the current food policy.
'I know that Mr Cameron thinks it is incredibly important’, he said.
'It is probably one of the most important times over the next 20 years. We need to make sure he is brave.
'I don't want business to be put before child health. Over my dead body.’
Go Jamie!