The dawn of a new millenium. The release of the Playstation 2. Tony Blair is 3 years into his Prime Ministerial reign. More importantly, Jamie Oliver’s career is in full swing following his endorsement deal with supermarket J. Sainsbury’s. Together they’d make life taste better (Jamie’s life anyway, the deal netted him two million queen pounds a year). It wouldn’t be until 2005, however, that The Naked Chef began meddling with school menus through his “Feed Me Better” campaign, a campaign that sought to eradicate junk food from UK schools.