Former I'm A Celebrity finalist Mark Wright has claimed that Helen Flanagan is playing a game in the jungle.
Ex-TOWIE star Mark narrowly missed out on the King of the Jungle title last year, finishing in second place.
Giving his thoughts on this year's line up on This Morning yesterday, Mark singled out Helen for some harsh comments.
He started: "I'm not going to talk badly about Helen, she seems a lovely girl and it is mentally hard in there, but personally, I think she's massively playing a game."
The hunky telly host suggested: "How can she not even face a mealworm when Ant & Dec are actually telling her what's going to come out to try and make her do it and then the next day get 12 stars? It doesn't make sense.
"You know you're getting the air time when you're going to do a trial so... and if she thinks by getting a trial she's got to act bad, that's what happens."
However Mark admitted that being in the jungle was a much tougher experience that anyone thinks, confessing that he had shed some tears in secret on last year's series.
"It's so hard. Physically, I cried a couple of times - I'd sit in the corner so the camera couldn't film me," he told the ITV1 show this week.
He added: "I'd say, 'I cannot cope, you need to give me some food', and they just do not."
[cat c="i'm a celebrity"]I'm A Celebrity 2012[/cat] airs nightly on ITV1 and ITV1HD.