It takes a big man to admit when he's wrong. Or a normal-sized man inexplicably born with a floppy tongue the size of a cow's, at least.

By which we mean Jamie Oliver. As you all probably know, Jamie Oliver's latest campaign has been to make a sort of middle-class poultry snuff film called Jamie's Fowl Dinners all about the horrific mistreatment of battery chickens, and part of that campaign has involved Jamie lashing out at Sainsbury's.

And then, um, realising that Sainsbury's pays him £1.2 million a year to wank about flogging mince pies, causing him to backtrack spectacularly in case he upset his bosses.