Marco Pierre White was unveiled as the new star of TV show Hell's Kitchen today - and immediately laid into fellow chef Jamie Oliver.
White dismissed Oliver's school dinners campaign as a "cynical" publicity stunt which has failed to improve children's food.
He also stoked up his simmering feud with Gordon Ramsay, saying: "He doesn't enrich my life in any way."
And he slammed celebrity chefs who put their names to expensive restaurants but never cook there.
White will put 10 celebrities through their paces in the new series of ITV1 reality show Hell's Kitchen, to be broadcast later in the year.