James Martin's fans weren't best pleased with his recent social media advertisement for Valentine's Day.
The TV chef posted a snap of himself holding a can of tomatoes, promoting the product.
Alongside the post, he wrote: "What are you cooking for that someone special this Valentine’s Day? Choose Cirio and bring the heart of Italy to your dish!"
However, fans weren't happy with him in the comments and called him out for 'lowering himself' by posting adverts.
One wrote: "Come on @jamesmartinchef.... you're better than this!!"
Another penned: "You’ve sold out James…." while one fan commented: "have you been hacked ?"
While one added: "FFS, you’ve more money that a horse s***, and you’ve lowered yourself to peddling tinned tomatoes."
While one teased: "Yes because nothing says ‘I love you’ more than tinned tomatoes."
Meanwhile, James previously spoke about the one ingredient that he would banish from all foods, writes The Mirror.
The chef revealed that he hates margarine so much that he wants it removed from supermarket shelves for good.
He blamed the lack of cooks in Britain compared to Italy, France and Spain and said they would never tolerate margarine in their food.
James has been hosting Saturday Kitchen 2006 for 10 years on BBC One before making his shock move to ITV in 2016, gaining his own show a year later on the channel. Saturday Morning has been running since 2017 and celebrated its 200th episode in May last year.
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