Jeremy Clarkson has launched his own brand of crisps - but fans are not impressed with their eye-watering pricetag.
As people are struggling across the country to make ends meet, the Who Wants to be a Millionaire? presenter is charging £38 for a box of 24.
The Diddly Squat advert says: “Say it with love, say it with Diddly Crisps. 2 free bags with each box & our packets are 100% biodegradable & plastic free.
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“Freshly hand cut and absolutely delicious, our Lightly Salted and Cheese and Onion flavours are scrumptious. There’s no better way to show your love on Valentine’s Day, than with crisps.”
Dozens of followers took to social media to complain about the expensive snack.
One person wrote: "You know exactly where you can shove your overpriced crisps."
“Your job is literally to talk about cars which are ruining the planet,” someone else pointed out. “But well done on making your crisps environmentally friendly.”
Another wrote: "Still wincing at Jeremy Clarkson attempting to make crisps."
His new crisp line comes after the presenter apparently confirmed Clarkson's Farm will return for a third series.
He issued a terse three-word statement on Twitter. There were calls for the show to be cancelled in the wake of the former Top Gear host's controversial comments about Meghan Markle in a column.
However on Monday night, he was asked on Twitter: "I loved it watched it on Saturday that just passed, loved the show can't wait for a season 3 if there is one."
To which Clarkson simply responded: "There is one."
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