As fans of I'm A Celeb 2014 will definitely be aware, Peter Andre is the new face of frozen foods specialist, Iceland - and the jungle-themed promos show at the beginning and end of every single I'm A Celeb ad break.

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But the dad-of-three sparked outrage after he controversially admitted on Celebrity Juice that he was "embarrassed" to be in the ads, leading many to insist he should be fired.

Now, speaking in his magazine column, Emily MacDonagh's fiancé has confessed: "It was completely tongue in cheek, but some took it the wrong way and called for me to be sacked as the face of the brand.

"First of all, I sincerely apologise if it upset anyone. I knew Keith and the team were going to banter me for doing the ads, so I just got in there first.

"I'm extremely proud to be the Iceland ambassador and we've all had a great response from the ads."

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He added: It's an ongoing joke in my house that whenever I come on TV, I have to leave the room because I can't watch myself back – that's what HDTV does to ya!"

Whether or not this pacifies fans remains to be seen. However Peter, strangely enough, has Iceland fighting his corner for him.

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Responding to one person's tweet demanding Pete be fired, Iceland wrote: "He was just joking, it's the nature of the show, he's a top bloke."

Were you shocked by Peter Andre's comments about Iceland? Or did you take them as they were intended - a joke? Let us know via the comments box below now.