Jamie Oliver has stated he is not planning to start a breastfeeding campaign, following backlash to comments he made about the "problem" Britain has breastfeeding.
"I understand that breastfeeding is often not easy and in some cases not even possible," he wrote on Twitter.
"But just wanted to support women who do want to breastfeed and make it easier for them to do so."
During an interview with LBC Radio Oliver referred to breastfeeding as being "easy"- a choice of words that did not sit well with many mums.
Oliver responded to his critics with a tweet clarifying that he was not intending to launch a new health campaign, breastfeeding was "simply an area of interest" for him following his nutritional studies.
"Childhood nutrition starts with supporting pregnant women properly and I expects [sic] Mr Cameron to also be including this in his childhood obesity strategy expected shortly," he wrote.
"As a father and father-to-be - I would never wish to offend women or mums as I knows [sic] how incredible they are and I would get a kicking when I got home!"