Rotherham is the headquarters for the four-week series, Jamie's Ministry of Food, which sees him teach families who cannot – or will not – cook, helping them to dish up tasty but nutritious meals.

Andy Hodgson, deputy head at Aston Comprehensive School, said he welcomed all efforts to get people eating more healthily, adding that it had now become second nature to most pupils.

"We run the Healthy Schools programme which has cut down on the amount of salt and sugar served up in school meals while focusing on healthier foods such as baked potatoes and salads," he said.

"I don't think Jamie's new programme is going to cause a massive stir. With his last show Jamie's School Dinners, there was a little bit of resistance among some of the children, but healthy eating seems to be a way of life now, showing change can happen."

Steve Turnbull, head of public health at Rotherham Council applauded Jamie's crusade and said he had the authority's full backing.

"We are under no illusion as to the issues the series is likely to raise and in that regard, Rotherham is no different to other parts of the country," he said.

"Through Jamie's work and hopefully residents passing on his recipes and tips, we want to encourage people to think about what they are eating and feeding their families and open up a debate and hopefully action on healthier eating in the future."

But other groups are more cynical – takeaways in particular who took issue with Jamie's claim that he has seen better food served up in African shanty towns.

Helen Vasiliou, co-owner of Fishnet on Laughton Road, Dinnington, said: "I know of a lot of people who have takeaways, but it is a minority of people who live like that."

"It's good that he's getting people to learn how to cook, but it needs to be balanced. It's not good that he's slating takeaways. Rotherham people do know how to cook, and it's all about moderation."

Coun Keith Stringer, of Maltby Town Council, agreed Jamie's mission was not entirely representative of the situation across the whole borough.

"He wants to bring his programme to Maltby next time and we shall all be showing him how to cook," he said.

"It's a bit of a publicity stunt. My daughter knows how to cook a full meal, as does my wife Carol, and the majority of people in the borough can cook properly.