He's one of only three British chefs to win three Michelin stars; he's credited with inventing the molecular gastronomy revolution; he made glasses trendy again. After all this, what can Heston Blumenthal do next?
Well, if reports are to be believed, our Heston has been working with Walkers Crisps on a "big and new" healthy eating initiative.
Walkers declined to disclose whether Blumenthal will feature directly in any advertising or marketing, or whether he will develop new recipes for a new line of crisps, but the chef is understood to have been working with the firm for six months.
So will Gary Lineker, permatanned presenter of Match of the Day and face of Walkers for 14 years, be quaking in his boots? Will "Salt and Lineker" be usurped by "Nitrogen and Onion"?
Apparently not, as the former Tottenham and Barcelona striker has a contract that runs till 2010.
Kitchen Rat has actually got an idea for Heston. Use locally sourced potatoes, eschew unhealthy salt portions and use recycled packaging to keep costs to a minimum and voila, you have a new flavour, ideal for our times.
The credit crunch.