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Jamie Oliver is back on the Sub-Continent, dipping into India's street food and veg traditions as part of his Ultimate Veg series. The clips are light, colourful, and unapologetically plant-forward - a absolute reminder that India’s culinary heritage has been carrying the veg flag long before it became a Western health trend.

At the centre of this shift is Bonnie Chung, founder of Miso Tasty, who openly credits Jamie Oliver for showing her how to market miso with simplicity and confidence. His stripped-back tuna + miso recipe eight years ago turned a struggling startup into a supermarket fixture, and his recent use of Miso Tasty on Eat Yourself Healthy has reignited attention.