Jamie Oliver has described those who try to solve the problem of people forgoing breakfast as “the biggest w----s in the food industry”.
The TV chef and campaigner, who along with health experts has been asked to help the Government in tackling the problem of obesity in primary school children, said what is being sold for breakfasts is often “sugary s--e”.
In an interview with The Sunday Times Magazine (£), in which he talks about his latest documentary Jamie’s Sugar Rush, he said: “Most people don’t have breakfast. It means you’re three times more likely to be overweight or obese.
Normally, the people who try and solve your breakfast problem are the biggest w-----s in the food industry. If you analyse what they’re selling, it’s sugary shite. And they win.
Oliver, known for his campaigning to improve the quality of school dinners, said Sugar Rush has affected him “a lot”.
He said he has been in hospitals on and off for the last couple of months meeting paediatricians, and said there are departments “designed to reconstruct faces from traumatic accidents” but instead they are “pulling bloody teeth out of kids, and they’re furious”.