Gino D’Acampo has been mocked for saying it took him “over a year” to design a pricey pizza cutter that doesn’t have a handle.
The celebrity chef is selling the ergonomic wheel device for £12.99.
He said: “You’ve probably seen one of these wheels before but you haven’t seen mine.
”I’ve been working on this for over a year.”
Similar ones are already on sale for a fraction of the price.
Dunelm’s Handy Kitchen Roller Pizza Cutter is just £2.
Fans were quick to criticise Gino D’Acampo Disc Style Pizza Cutter.
Some questioned why it took Gino so long to design.
One fan, called Veronica said: “Really? Over a year?”
Johnathon West said: “That’s a GameCube disc with a rubber handle.”
Another person said: “Year to make a DVD in a holder.”
”A circular blade in a rubber case took him a year,” said someone else.
Others claimed it looked dangerous.
One person said: “The blade is so sharp and dangerous and does not look simple at all.
Danny Taylor said: “Not convinced the inside of the handle is going to be clean ever again.”
However, Bryn Henny liked the design.
He said: “Looks good.”
It comes with a rubber grip instead of a handle.
Across the handle, it reads “Gino D’Acampo.”
The handle and safety guard is detachable to make it easier to clean.
Gino also sells a range of gas fired pizza ovens that cost between £399 and £449.
The stainless steel blade is sold alongside other pizza oven accessories.
The listing reads: “My disc style cutter is an essential tool to have in your kitchen as it can be used for cutting pizza, pastry or dough.
“Its ergonomic design with palm grip provides the user with 100% control of the movement allowing for an easy effortless cut every time.
“Cleaning has never been easier thanks to the removable stainless steel blade whilst the dual purpose silicone cover/grip protects the blade whilst in storage.”
Gino D’Acampo has been approached for comment.
