Jamie Oliver has been forced to apologise over recent comments he made about breastfeeding.
Appearing on a British radio station the chef, who just last week announced he and wife Jools were expecting their fifth child, decried the wider knowledge around breastfeeding.
“We have the worst breastfeeding in the world,” he said.
“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.”
Fans and critics alike took to social media to criticise him for wading into the topic.
“Adding to guilt, shame, feelings of failure for not breastfeeding NOT helpful to mum or baby. Bottle/breast, mums love the same @jamieoliver,” Action on Postpartum Psychosis wrote on Twitter.
Writer KJ Charles tweeted: “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!” while @Pandamoanimum shared: “Jamie Oliver, when I’ve experienced what it’s like to be kicked in the bollocks THEN you can tell me your knowledge on breastfeeding”.
Twitter user @liztee posted: “@jamieoliver I’ve heard your new campaign is breastfeeding. I’m a fan of yours & I beg you to please be sensitive. It’s not always a choice”.
The celebrity chef, and healthy eating campaigner responded on Twitter with an apology.
“I’m not planning on starting a campaign on breastfeeding. It’s simply a matter of interest following my nutritional studies over the past two years,” he wrote.
“I understand that breastfeeding is not easy and in some cases not even possible but just wanted to support women who DO want to breastfeed and make it easier to do so.
“Childhood nutrition starts with supporting pregnant women properly and I expect Mr Cameron also wants to be including this in childhood obesity strategy expected shortly.
“As a father and father-to-be I would never want to offend women or mums as I knows how incredible they are and I would get a kicking when I got home!”
Jamie and wife Jools are expecting their fifth child later this year.
The couple who married in July 200 are parents to daughters Poppy Honey Rosie, 14, Daisy Boo Pamela, 12, Petal Blossom Rainbow, six, and five-year-old son Buddy Bear Maurice.
