Football legend Harry Redknapp has launched an online business selling jam roly polys.

Redknapp – who made headlines after craving a jam roly poly during his appearance in last year’s I’m A Celebrity, Get Me Out of Here – has partnered with Heidi bakery to produce the product.

Each jam roly poly will be hand-rolled by Heidi bakers in a kitchen based at the Daniel department store in Windsor, with Redknapp acting as executive chef.

They are being sold direct to consumers online at £18 each, with Homelessness charity Hope Housing receiving 20% of the profits.

“Jam roly poly pudding, I just love it,” said Redknapp. “It’s the thing I missed most in the jungle, so I thought why not start a business selling them and make some money for charity?

“Traditionally they are made with raspberry jam, but we always make them with strawberry jam and that’s how I like them. I know this might be controversial, but we’ve tried many different roly polys in the Redknapp household, and my version is definitely the best!”

Bakery business Heidi was founded by Heidi Daniel after she convinced her father to let her open a small bakery in the family department store in Windsor. In addition to the Windsor site, Heidi also has a bakery at Elphicks department store in Farnham, Surrey.

Hope Housing provides housing support to homeless people in Bournemouth, as well as training and education to residents to help them move into independent living.