Jamie Oliver clarifies breastfeeding comments after criticism for claiming it is 'easy'

'It's easy, it's more convenient, it's more nutritious, it's better, it's free', said Oliver

Jamie Oliver insists he is not starting a breastfeeding campaign (Getty)

Jamie Oliver has responded to criticism from women over his comments about Britain’s “problem” with breastfeeding by insisting he is not starting a breastfeeding campaign.

Fresh from his sugar tax victory “jig”, the effusive celebrity chef appeared on LBC to explain what he believed are the wider issues behind child obesity and health.

Oliver claimed Britain has “the worst breastfeeding in the world” and insisted breastfeeding babies was better for their health.

“Probably the most upsetting thing for me at the moment, and I’m desperately trying to scrabble around to get more information on it, [is] breastfeeding,” Oliver, who is expecting his fifth child, said.

“If you breastfeed for more than six months, women are 50 per cent 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.”

His claims were met with incredulous responses from women and accusations of mansplaining. One rang in to LBC to thank Oliver for his insight, telling the show: "We didn’t know what to do with our nipples until Jamie Oliver popped his head above the parapet."

Oliver was at haste to clarify his position on the issue, writing on Twitter: “It’s simply an area of interest following my nutritional studies over the last two years. I understand that breastfeeding is often not easy and in some cases not even possible but just wanted to support women who DO breastfeed and make it easier for them to do so.

“Childhood nutrition starts with supporting pregnant women properly and I expect Mr Cameron to also be including this in his childhood obesity strategy. As a father – and father to be – I would never wish to offend women or mums as I know how incredible they are and I would get a kicking when I got home!”