British celebrity chef Jamie Oliver has hit the spotlight for all the wrong reasons after his latest supermarket product was accused of cultural appropriation. The product in question? His Punchy Jerk Rice; a packet of wholegrain rice that contains a concoction of chilli, eggplant, and beans for flavour.

The problem with the new launch is that it’s been labelled as ‘jerk’, but contains none of the ingredients (namely allspice and peppers) required to make the traditional Jamaican spice marinade.

The first to publicly accuse Oliver of cultural appropriation was British MP Dawn Butler. She took to Twitter, commenting; “Jamie Oliver I’m just wondering do you know what Jamaican jerk actually is? It’s not a word you put before stuff to sell your products. This appropriation from Jamaica needs to stop.”

An army of Twitter users agreed with Butler’s sentiments, accusing Oliver of using the word ‘jerk’ as a way to boost sales. But there were just as many users of the platform who came to Oliver’s aid, arguing that food products inspired by cultural traditions is nothing new.

So is Oliver’s new rice a contemporary twist on the traditional or cultural appropriation? We’ll let you be the judge.