JAMIE Oliver's reputation suffered a set back in his campaign to encourage children to eat healthier meals at school.
Health Secretary Andrew Lansley said it had not been a success.
Schools that introduced a Jamie menu found that fewer children were taking advantage of quiche, salad and a banana.
Surprise, surprise! They preferred to go down the road and buy a burger, pizza or a bag of chips. I know I would have done. Still do, in fact.
But, not to be put off by this minor hiccup, Jamie has, I read, gone lateral in the latest venture in his ever expanding business portfolio. He has collaborated in bringing out a range of Jamie Oliver perfumes.
However, I’m not sure if this will prove to be such a good idea, either.
I mean, a Jamie Oliver fragrance does not seem to hold the same cachet as Dior or Chanel when discussing olfactive subtleties.
Mind you, if he combined cooking with perfumery and produced scents with the essence of roast beef and Yorkshire pudding he might have half a chance of appealing to a niche market in God’s Own County. at least.
The ladies could dab the tang of roast beef behind one ear, Yorkshire pud behind the other and drop a hint of mustard down their cleavage. What Yorkshireman could resist?
Jamie might also be pleased to hear that even salad appeals to some Yorkshiremen, if served in the correct circumstances. If he took the advice that Big Sam always gives me, it might help him revamp his school dinner menus: "There's nothing wrong with salad – as long as you have it with chips."
Only problem I've found is that the gravy tends to make it a bit soggy.