Jean Christophe Novelli has admitted that he signed up for Hell's Kitchen to promote his businesses.

Novelli was a head chef on the ITV1 reality show for the 2005 series, which featured members of the public rather than celebrities. He has since launched a cooking school and opened his first gastropub, A Touch of Novelli, in Hertfordshire.

Asked about chefs becoming known as celebrities, Novelli told the Daily Mail: "It is foolish. But it is not our fault chefs have become famous. When I first started cooking, people called me a poof. Now we are superstars.

"You know why I did Hell's Kitchen? Because I knew it would be good for my business. Of course, we should not be so famous. But it is business. And I always keep my feet on the shoes."