ITV I’m A Celebrity accused of ‘going woke’ as show unveils major change to long-serving star’s role

The long-running Deals on Wheels segment has been scrapped entirely, replaced by a new challenge called the Jungle Hotline.

Rather than manning his mobile stall, Kev will instead be seen lounging on his verandah at home whilst remaining the point of contact for celebrities attempting to win treats.

The Sun accused the show of going “woke”. An executive producer explained the change to the publication, saying: “He’s upgrading to working from home, so now he is just running the jungle hotline, which is how he gets treats into camp.”

At the heart of the revamped challenge sits a golden phone box which is situated outside the camp. Campmates must work out how to unlock and access it.

If they’re successful, they can ring Kev on his new Jungle Hotline to place an order for a treat.

Kev then phones through to the red phone box in camp, where the reward is disclosed for the first time inside a newly installed British red postbox.

However, receiving the treat isn’t guaranteed, as the celebrities back at camp must correctly answer a question or complete a task set by Kev before the postbox will open.

If the stars fail, the treat is destroyed before the campmates’ eyes.

Kev has been a fixture of the ITV reality show since his 2018 debut, making this his eighth year as the jungle’s resident shopkeeper.

Mark Herlaar, an Australian lime farmer, portrays the character and previously appeared as a contestant on Australian Survivor.

For nearly a decade, celebrities have had to visit his ice cream van as part of the Deals on Wheels challenge, but that era has now ended.

The 2026 series also represents a landmark moment for the programme, with Paralympian Ade Adepitan MBE becoming the first wheelchair user to take part.

The 53-year-old TV presenter was brought out to Australia earlier this year to survey the camp alongside the production team and pinpoint what needed changing.

Deeper pathways have been laid, dedicated parking bays for his wheelchairs constructed, and rest areas added along the route from camp to the creek. A stairlift has been fitted to provide access to the jungle shower.

Mr Adepitan will have three wheelchairs available around camp, three sets of crutches positioned where required, a separate wheelchair for Bushtucker Trials, and an electric chair suited to tougher terrain such as beaches.

He said: “For me, this is a moment in time. Even if I go out in the first week, I will always be remembered as the person in a wheelchair. I am slightly overwhelmed.”

Whilst accessibility modifications were made collaboratively, Mr Adepitan has received no advance information about trials, format details or any other planned surprises.

Elsewhere, England footballing legend Wayne Rooney is this year’s biggest signing, following his wife Coleen’s runner-up finish on the 2024 series.

The 41-year-old striker is reportedly being paid a whopping £800,000 to take part in the series.

Joining Mr Rooney in the jungle are Gavin & Stacey actress Joanna Page, Love Island’s Chloe Burrows, Kaiser Chiefs frontman Ricky Wilson and Big Brother presenter AJ Odudu.

Content creator Sharky, comedian Jack Skipper, model and TV host Leomie Anderson, former Coronation Street star Claire Sweeney and broadcaster Mariella Frostrup complete the confirmed lineup alongside Mr Adepitan.

Keith Lemon comedian Leigh Francis is rumoured as a potential late addition.