Once it was just the green bean plush toy, but now the rest of his friends in the Jamie's Garden toy range at Woolworths have been declared hazardous to children.
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The entire plush toy range – which is part of the wider campaign fronted by celebrity chef Jamie Oliver to encourage children to eat more fruit and vegetables, and includes pear, beetroot, banana, berry, tomato, orange and broccoli superhero-dressed characters – has been recalled by the supermarket giant.
"All characters may have poorly attached hands and feet, which can come free from the main body and could result in a choking hazard for small children," the urgent recall notice said.
"Also, the stalk of the bean character has an internal wire that has inconsistently finished ends, which could pierce the fabric and, if sharp, could cause injury."
On Wednesday, when the supermarket issued a recall for the bean toy, it said none of the other seven characters in the range posed a safety risk.
The retailer is urging customers who purchased toys between 21 May and 16 June at its Woolworths and Safeway stores to return the products immediately for a full refund.
A Woolworths spokesman said the entire range was pulled from shelves following testing conducted after the bean toy recall. Each toy sold for $6.
"We actually withdrew everything off shelves at the same time, so they haven't been sold for a few days," he said.
The spokesman would not say how many of the toys, which are sold exclusively by Woolworths, were sold nationwide over the past month. He said there were no other Jamie Oliver toys for sale from stores.
Jamie Oliver has come under fire for endorsing the campaign that slugged Australian growers with a new 40 cents-a-crate fee, on top of an existing marketing levy.
The peak growers group, AusVeg, publicly demanded Mr Oliver to use his celebrity and influence to stop Woolworths from imposing the fee last week. They also asked him to refund the amount reaped through the fee, which they estimated to be well over a million dollars.
One grower, AusVeg said, was expecting to fork out $300,000 over the six-week campaign.
In a letter to Ausveg, Oliver said he was powerless to stop the fee, as he was an "employee" of Woolworths. He said he had no sway over the supermarket's commercial decisions.
In a promotional video posted on YouTube by Woolworths last month, Oliver said the new partnership involved "looking at standards and ethics of where our food comes from".
The Jamie's Garden marketing drive also includes $5 sticker albums and $10 mini greenhouses.
Woolworths has apologised for any inconvenience caused to customers.
