The cover of TV chef James Martin’s new cookbook has baffled Twitter.
The 49-year-old chef, who hosts a Saturday morning show on ITV and also makes regular appearances on This Morning, released a cookbook called Butter — but the recipes aren’t all that people are talking about.
The book’s cover — showing Martin grasping what appears to be a stick of butter while staring intensely at it — has tickled people’s funny bones.
Taking to Twitter, people gave Martin a good-natured ribbing about the picture, cracking jokes and sharing buttery puns.
“I can’t believe it’s not better,” one Twitter user quipped, with another saying it looks as though he’s done something awful to Spongebob Squarepants.
James Martin. I quite like him if I’m around on Saturday morning. But this cover is…well I can’t believe it’s not better!! ….and I’ll get me coat. pic.twitter.com/I4joogB96n
— Charlie 🇮🇪🚴♂️🚴♂️🚴♀️🚴♀️ (@The_Wee_Donkey) October 17, 2021
It looks like James Martin has just killed Spongebob Squarepants. pic.twitter.com/gtYizrwdTx
— Martin Montague (@MartinM_Media) October 17, 2021
Get a man who looks at you like James Martin looks at a fistful of butter pic.twitter.com/ftYyJnytbi
— Charlie (@_35millimetre) October 17, 2021
James Martin’s book cover is a miss for me, why does he look so angry 😳He looks like he hates butter 😩 pic.twitter.com/eiuDlOQq3O
— Dee 🐶🐾 (@duchessofpoms) October 17, 2021
Is... is James Martin okay? pic.twitter.com/CthfY5QQ8H
— Now take your money and get off my property (@HellasaurusRex) October 16, 2021
It's been a few days now but I am still truly lost for words at the new James Martin cookbook cover and his fistful of dripping butter pic.twitter.com/iDhV70fb2p
— Tom Noble (@_Noble) October 15, 2021
Idea for new James Martin cookbook..... pic.twitter.com/HpJsyTq55Y
— Jess CB (@_Jess_CB) October 17, 2021
James Martin has finally tracked down the butter that killed his family...and now it must pay. pic.twitter.com/6t37WYBTYk
— Ian Baskerville (@conansdog) October 17, 2021
new James Martin cookbook, Butter.
— alan dooney (@alandooney) October 17, 2021
the setup vs the shot pic.twitter.com/nm49eot5c8
James Martin looking at the butter like a disappointed Dad.
— RoyHBT (@RoyHBT) October 17, 2021
“Do better, butter.” pic.twitter.com/6cLmj3vKG9
brb, just doing some semiotic analysis of this James Martin fiasco pic.twitter.com/UmDYytANRe
— Rachel Coombes (@r_coombes) October 17, 2021
Martin announced the long-awaited book to much fanfare at the end of July.
On Instagram he revealed that he worked on the book throughout lockdown and, despite not being allowed to say the book’s title at that point, he teased fans with a hint as he held a buttercup flower under his chin.
In August, he finally announced his book was available for pre-order, and let fans in on what the theme of the book would be as he excitedly showed pictures from the cookbook.
Despite the chef’s love for butter, he did cut it out of his diet for a while.
Speaking in 2018 he told the Daily Mail that appearing on BBC’s Strictly Come Dancing was the motivation he needed to adopt a healthier diet. He said the high definition pictures from the show made him feel self-conscious.
Martin reportedly credits ditching the magic ingredient as one of the big reasons he was able to drop five stone in two months, with the high-intensity dancing routines also playing a massive part.
He’s definitely not stingy on his butter usage when in front of the stove, however. Last week he wowed This Morning viewers after using a whole block of butter to make chicken milanese.
Regardless of what the book’s cover showed, we’re certain Twitter would have “churned” out some rib-tickling jokes in any case.
