Vanilla Ice who shot to fame 20 years ago with hits like Ice Ice Baby, that song about the Teenage Mutant Ninja Turtles and, er, Ice Ice Baby was recently sliding across screens on ITV's Dancing On Ice.
Now the much-derided ex-rapper (real name Robert van Winkle) has returned to spitting rhymes with a video on cookery website eatthechef.com, where he crafts a pesto, mozzarella and basil wrap using the Bolton-based bakery's breadstuffs all while rapping clumsily in his trademark monotone.
"Our site is getting interest from all over the world with recipes being posted from as far away as the US and Chile, but Vanilla Ice's new recipe videos are definitely the highlight for us so far," conceded Eat the Chef director Paul Finnegan.
The slot comes as part of Warburtons' self-declared Sandwich Revolution, a bid to persuade shoppers to swap regular white bread for square tortillas and something called 'sandwich thins'.
Hopefully they don't go stale as quickly as Ice did.