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Jamie Oliver is ecstatic about the sugar tax, but not everyone's happy

"We did it guys!! We did it!!"

Tim Chester

on March 16, 2016

Original image has been replaced. Credit: Mashable

LONDON -- "We did it guys!! We did it!!"

Someone was pleased at George Osborne's announcement of a sugar tax on soft drinks in Wednesday's budget: longtime campaigner on the issue and celeb chef Jamie Oliver.

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He took to Instagram after the announcement with an exclamation mark-heavy post expressing his joy at the news.

"We did it guys!! We did it!!! A sugar levy on sugary sweetened drinks... A profound move that will ripple around the world... business can not come between our kids' health!! Our kids' health comes first... Bold, brave, logical and supported by all the right people," he wrote.

"Now bring on the whole strategy soon to come... Amazing news," he added, ending on a hashtag of his own name #jamieoliver.

We did it guys !!we did it !!! A sugar levy on sugary sweetened drinks ...... A profound move that will ripple around the world ....business can not come between our Kids health !! Our kids health comes first ..... Bold, brave , logical and supported by all the right people....now bring on the whole strategy soon to come ... Amazing news #jamieoliver

A photo posted by Jamie Oliver (@jamieoliver) on Mar 16, 2016 at 6:32am PDT

The news, and Oliver's campaigning, was welcomed from many quarters.

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Sugar levy on soft drinks industry is a genuine surprise. Hugely popular with parents. Well done Jamie Oliver. #budget2016
— Gaby Hinsliff (@gabyhinsliff) March 16, 2016

However, not everyone was pleased with the announcement and Oliver's response.

Sugar tax. The nation's pushy parent Jamie Oliver strikes again. #BringBackTurkeyTwizzlers #Budget2016
— Dai Lama (@WelshDalaiLama) March 16, 2016

Just think how happy Jamie Oliver is, on his lovely big farm, whilst you in your pokey bedsit console yourself with expensive sweet treats.
— Land & Liberty (@Land_Liberty) March 16, 2016

Jamie Oliver, stop being so smug. I know that’s virtually impossible for you but at least try.
— Marcello Carlin (@marcellocarlin) March 16, 2016

Fucking Jamie Oliver crowing like he's just torpedoed a shipment of sugary drinks from space, thus ending all obesity.
— spacebee (@VonSpacebee) March 16, 2016

Jamie Oliver needs boiling in sugar
— analiensaturn (@analiensaturn) March 16, 2016

Seriously though, a sugar tax. Wankers. You only did it because Jamie Oliver told you to. #Budget2016
— Mike (@MikeRossP) March 16, 2016

Jamie Oliver telling parents how to raise their kids. Taxation won't stop parents giving their kids sugary drinks. https://t.co/vOCopzGXyj
— ∞ (@bethbreeze) March 16, 2016

The tax is due to be introduced in two years' time, to allow companies time to reduce the sugar content in their drinks.

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Tim Chester

Tim Chester was Senior Editor, Real Time News in Los Angeles. Before that he was Deputy Editor of Mashable UK in London. Prior to joining Mashable, Tim was a Senior Web Editor at Penguin Random House, helping to relaunch the Rough Guides website and other travel brands. He was also a writer for Buzzfeed, GQ and The Sunday Times, covering everything from culture to tech and current affairs. Before that, he was Deputy Editor at NME.COM, overseeing content and development on the London-based music and entertainment site. Tim loves music and travel and has combined these two passions at festivals from Iceland to Malawi and beyond.