And, while we're at it, why does he wash his fruit in the bathtub?

Unless you have been living in a cave for the past few years, you will recognize this young man to be UK celebrity chef Jamie Oliver. Dismissed by many culinary professionals as more celebrity than chef, Oliver is winning over the people that count.

A recent study conducted by the UK food company Tate & Lyle found that consumers are becoming increasingly educated about food and as a result are questioning the health profile of their favorite brands. The study credits Oliver, among other influences, for his well publicized crusade to improve the food served in Britain's school cafeterias.

According to the study, the increase in awareness regarding health issues has caused consumers to question the nutritional value of the food they buy and consume on a regular basis and to become skeptical about brand claims. When asked, 65% of consumers agreed with the statement 'often brands that claim to be healthy aren't healthy at all'.

Tate & Lyle said consumers are looking for ways to improve their diet, with 66% of respondents across Europe affirming that they were always looking for ways to eat more healthily.

Across Europe, while consumers are becoming more concerned about the health consequences of their diet, the majority of people still believe that taste is the most important factor in determining what they eat. More than two in five consumers (42%) agreed that enjoying food is more important than nutrition, while one in three people (33%) argue that taste and health are equally important.

Source: Datamonitor Newswire