He grins out of television screens, books, newspaper pages, and of course Sainsbury's ads - but Jamie Oliver apparently feels he needs a little extra media profile.
Enter the bi-monthly Jamie Magazine, hitting the shelves this Thursday and funded to the tune of 250,000 by none other than Oliver himself.
With an initial print run of 140,000, the magazine will be exclusive to WH Smith for the first three issues, and make readers feel as if they are "being invited round to Jamie's house", according to the magazine's editor, former Gourmet Traveller editorial director Andy Harris.
Oliver's wife Jools writes a column, and the chef says he wants to create "a more personal relationship" and promises it won't be "yet another cooking mag".
So aside from the promise of yet another glimpse of Oliver's house, family and friends, what will your 3.95 buy you? More than 100 recipes - which does rather suggest it is "another cooking mag".