This Morning fans were left divided after Jamie Oliver reignited his infamous school dinner row during his appearance on the ITV daytime show on Thursday.

The British TV chef, 49, began his crusade into improving the nutritional value of school dinners in 2005 with his ‘Feed Me Better’ campaign.

Almost a decade later he has unveiled what is being called his most ambitious school dinners mission yet – lessons teaching students how to cook from scratch.

Dubbed ’10 Lessons to Save Your Life’, the 10-week programme is now being offered at 320 schools across the UK, taken up by about 80,000 pupils.

Jamie appeared on the breakfast programme to promote his new book, and chat to hosts Cat Deeley and Ben Shephard about what he’s aiming to do this time, before he showcased recipes for people to try.

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This Morning fans have been left divided after Jamie Oliver reignited the school dinner row during his appearance on the ITV daytime show on Thursday

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Jamie appeared on the breakfast programme to promote his new book, and chat to hosts Cat Deeley and Ben Shephard about what he’s aiming to do this time, before he showcased recipes for people to try

Reflecting on his previous campaign, he said: ‘It was very hard. You’d think they’d welcome and want me doing that. It was 18 months it was very hard.

‘And until the first thing was printed in black and white, that’s when everyone turned and said yes, it’s a great idea.

‘So people hate change until the pain of not changing is worse than the change itself. So I’ve learned that through the medium of TV, documentary making, and also attaching a campaign.’

He added: ‘And I’ve had a team on school dinners for 17 years because we have to hold the government, whoever they are, to account because they’ll always try to pull away and regress it.

‘But I do believe now more than ever if you want a Britain that’s more productive, that’s less stress on the NHS, better educational attainment, levelling up as they call it, it happens at school 190 days of the years – breakfast and lunch.’

Jamie’s journey has by no means been easy, as revealed by the 2011 clip of him attempting to discourage children from eating processed chicken nuggets, which still does the rounds on social media.

In Jamie Oliver’s Food Revolution, the father-of-five thought that by showing a group of children the ‘horrible’ process of how nuggets are made, it would put them off the snack, but in reality, it had the opposite effect.

But, he didn’t let it put him off and lesson plans, recipes and worksheets are being delivered to students as part of his new plan, while they are also shown videos featuring Oliver and his 13-year-old son Buddy.

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Discussing his previous campaign, he said: ‘You’d think they’d welcome and want me doing that. It was 18 months it was very hard’

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He added: ‘And I’ve had a team on school dinners for 17 years because we have to hold the government, whoever they are, to account’

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His Jamie Oliver Group organisation now hopes to ultimately reach as many as 4,000 different secondary schools

Following his This Morning appearance, viewers took to X with divided opinions on the school dinner debate

His Jamie Oliver Group organisation now hopes to ultimately reach as many as 4,000 different secondary schools.

Following his This Morning appearance, viewers took to X with divided opinions on the school dinner debate, writing:

‘My school dinners were amazing, I don’t know what he’s talking about #thismorning.’

‘I’m so glad he didn’t mess with our school dinners I used to love the pizza it was lush lol #ThisMorning.’

‘So @jamieoliver is on #ThisMorning saying about school meals – I pay £3 for my child to come out starving – he gets 1 potato 1 piece of broccoli a wafer thin slice of meat and a little finger sized bread – stay away from school meals! A happy meal gives you more for less.’

‘I find Jamie Oliver really cocky #thismorning.’

‘I remember Jamie Oliver trying to ban Turkey Twizzlers and said to the kids ‘offal. Hearts. Salt. Msg. Sugar’. Who wants to eat one now. They all put their hands up. His face was a picture #thismorning.’

‘Jamie Oliver on again ffs. Why? Fast forwarding his part. Can’t stand him. #ThisMorning.’

‘Great to see appearing on #ThisMorning today and hear him speak so passionately about food. I agree wholeheartedly, free breakfast at school is only going to achieve something if they have standards. Nutrition inside a child’s tummy will help them be ready to learn!’

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The celebrity chef is  hoping to expand his food and nutrition teaching programme, which is currently used in 320 schools across the UK

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Jamie Oliver has been campaigning for years for healthier food to be offered to children at school – targeting Turkey Twizzlers in his shows since 2005

#ThisMorning Jamie Oliver doesn’t have a clue does he find him irritating too…’

‘Thank goodness for Jamie Oliver and his school dinners and healthy eating campaign which ultimately helps the NHS. I’ve been saying this for years #thismorning.’

Jamie also took to the kitchen to whip up some meals, including a chicken noodle traybake, however, some viewers were less than impressed, writing:

‘That looks vile, Jamie! #ThisMorning.’

‘WTF is that meant to be? Looks horrible #thismorning.’

‘It’s as though Jamie has just invented the oven. #thismorning.’

The restaurateur told The Times: ‘I’ve never lost my passion for improving school dinners, both in terms of how many children can access free school meals and in setting high standards for what’s being offered.

‘But having worked with eight different prime ministers over the years, what I’ve learnt is that making progress at that level is tricky.

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Jamie’s journey has by no means been easy, as revealed by the 2011 clip of him attempting to discourage children from eating processed chicken nuggets, which still does the rounds on social media

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Despite Jamie’s efforts, all six children raised their hands and said they would still eat the chicken nuggets

‘Which is why, as well as pushing for legislative change, I want to be proactive and show how things can be done in a really positive, celebratory way.’

He called for ministers to stop what he called ‘the bombardment of junk food ads’ and also bring in new laws demanding ‘clear, honest labelling on food packaging’.

Jamie added: ‘The UK is in the grips of a health crisis, which makes it an economic crisis too.

‘Obesity rates are rising, the levels of child tooth decay are frightening, and the NHS is buckling under the strain – and all of this is being exacerbated by a cost of living crisis that’s forcing more people to buy cheaper, processed foods that are missing the vital nutrients they need to thrive.’

His foundation is now also campaigning for food and nutrition to be restored as a standalone A-level subject, having been discontinued in 2015 although it is available and proving popular with students as a GCSE.