Starting out as a cocky young TV chef, the clumsy-mouthed Essex boy is now more a brand, or a way of life - as shown in his 'Jme' website and 'Jamie' magazine. By 2003, Jamie was the subject of mockery, but his campaigning work in improving the quality of food in schools were thought-provoking if eco-maniacal, and showed Jme to be very driven. Something of a contradiction: Oliver has starred in Sainsbury's adverts for years despite admitting he does not shop there and says he sees himself as much as a business man as a chef. 'Lovely Jubbly' indeed.