Jamie Oliver: the people's chef

A fresh faced and painfully trendy young Jamie Oliver hits our screens for the first time in 1999 in the Naked Chef. One part Superchef, one part Toploader, and seen here displaying a youthful enthusiasm for salami sandwiches Photograph: Martin Godwin

The Naked Chef dons trainers and T-shirt to complement his scooter (what, no helmet?) outside Monte's in Sloane Street, London in 2001 Photograph: Wheeler - English/Matrix

Lovely jubbly - Jamie Oliver at work in the kitchen during the launch of his restaurant 'Fifteen' in London's Old Street, 2002 Photograph: Myung Jung Kim/PA

A suited and booted Jamie Oliver bends Tony Blair's ear over the appalling state of school dinners in Downing Street in 2005 Photograph: Russell Boyce/AFP/Getty Images

Family guy: Jamie and Jools Oliver with children Daisy and Poppy at a children's party to celebrate the Queen's 80th birthday in 2006 Photograph: Tim Rooke/Rex Features

... and his other long lasting relationship - the one that gives him so much grief - Jamie appears in a Sainsbury's advert Photograph: Sainsburys

Bish, bash, bosh, er, bin? Surely the most pointless of the boy wonder's inventions - Jamie advertises his Flavour Shaker Photograph: The Advertising Archives

The crusading chef: Jamie Oliver's Fowl Dinners, part of the 2008 campaign for better welfare conditions for poultry Photograph: Philip Hollis/Channel 4

The nation's favourite mockney takes a trip to the Scottish islands (or is that highlands?) for a special 'Highland Fling' episode of the Naked Chef. No stereotypes perpetuated here at all ... Photograph: David Loftus/BBC