Whether it's turkey twizzlers, sugar, energy drinks or 2-4-1 pizzas, Jamie Oliver is on a warpath to make sure kids growing up in the UK don't have shitty food available to them.
While it comes from a good-natured place, it sure does piss a lot of people off.
Well it looks like the celebrity chef has found his new target: cartoon characters that are used in cereals and other products consumed by kids. You've got Tony the Tiger, Toucan Sam, Snap, Crackle, & Pop and a bunch of other lovable personalities that children around the world grew up with.
Unsurprisingly, Jamie says that using friendly, looking and appealing cartoon characters to 'peddle rubbish' food that is unhealthy.
He's told the UK Health and Social Care Select Committee that the 'future of the NHS' is at stake if the government don't act now to prevent this type of subtle advertising from continuing - and it seems as though MPs agree, according to iNews.
They've been discussing measures during a committee meeting, including banning 'brand-generated characters or licensed TV and film characters' which are used to promote foods 'high in fat, sugar or salt on television and advertising hoardings'.
As Tony the Tiger would say 'That would be greeeeeaaaaat'. Not.
Oliver said: "The Government needs to launch a multi-pronged strategy that pulls every possible lever to help support better outcomes for our kids. In turn, we need to make healthier food cheaper and more easily available for parents.
"Theresa May needs to own this now."
Some of those levers include giving local authorities the power to restrict or prevent advertising unhealthy products near schools, ban junk food ads before 9pm and prevent sports clubs, tournaments and venues from doing sponsorship deals with companies that sell foods that are high in fat, sugar and salt.
New figures suggest that are more than 22,500 10 and 11-year-olds in England and Wales who are classified as severely obese. It's hoped that measures like the ones above would help reduce that number.
But it's not as if there's cheers all round for these levers.
Advertising Association chief executive Stephen Woodford said: "We remain of the view that measures such as a 9pm watershed would be ineffective in tackling the complex root causes of childhood obesity which are linked to a whole range of factors, including socio-economic background, ethnicity and educational attainment."
Party pooper.
Keep in mind that these are suggestions at this point, so you don't have to do your goodbyes to Tony just yet.
Featured Image Credit: PATopics: UK News, Interesting, Jamie Oliver, Health