James Martin's fans were less than impressed with his decision to post an advertisement for Valentine's Day.
The TV chef took to his Twitter to share a snap of himself holding a can of tomatoes as he promoted the product.
"What are you cooking for that someone special this Valentine’s Day? Choose Cirio and bring the heart of Italy to your dish!" he tweeted.
Fans of the 50-year-old rushed to the comment section to criticise the star for 'lowering himself' by posting adverts.
"Come on @jamesmartinchef.... you're better than this!!" one user posted.
Another added: "You’ve sold out James…." while one fan commented: "have you been hacked ?"
"FFS, you’ve more money that a horse s***, and you’ve lowered yourself to peddling tinned tomatoes," an irritated user said.
One mocked the chef by saying: "Yes because nothing says ‘I love you’ more than tinned tomatoes."
Meanwhile, James previously opened up about an ingredient that he would ban from all foods.
He admitted he hates margarine so much that he wants it taken off supermarket shelves for good.
James admitted he is a huge fan of butter but added it's not just the rivalry which makes him turn his nose up at the fridge filler.
Early last year, he spoke to Express.co.uk about his hatred of the ingredient many use in their home.
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 explained: “Margarine should be banned. It’s the ready-made food, it’s the packet food, the hidden salt, hidden fat.
“It’s dreadful, dreadful stuff - it’s two elements away from plastic, it’s horrendous stuff.
“I’m a farmer’s kid. We’ve always had full-fat milk, butter, and cream. And that’s what we had. There wasn’t such a thing as semi-skimmed milk in our house.”
“That’s the problem in this country. It’s not the butter in a butter block or butter you put on your toast. It’s the fact that not as many people cook in the UK as they do in France or Italy or Spain.”
James hosted BBC 's 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.
He has been hosting Saturday Morning since 2017 and celebrated its 200th episode in May last year.
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