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Guy Fieri on Food Network’s Diners, Drive-Ins and Dives.
Guy Fieri on Food Network’s Diners, Drive-Ins and Dives.

Celebrity chef Guy Fieri hawks Rolaids (is there something he knows that we don’t?) Add to ...

Did you overdo it in Flavortown?

Maybe it was those Guy-talian nachos. (The toppings are money!) Or the burger with SMC (super-melty-cheese) and slathered in “Donkey” sauce.

But fear not, because your favourite flame-decorated, bleach-blonde, goatee-wearing friend, Guy Fieri, has got your back. The Food Network chef and self-proclaimed “kulinary gangsta” has just signed on as a spokesperson for Rolaids heartburn and indigestion medicine.

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For the chef who made his name serving up such gut-busting and artery-clogging dishes as deep-fried sushi (“not ‘fusion,’ but ‘con-fusion,’ ” he calls it) and “Dragon” chilli-cheese fries topped with bacon, the deal seems like the perfect marriage of brands.

The ads feature Fieri sauntering up to men at tailgate parties and family dinners, who are clutching their chests from overeating. “Time to roll out the Rolaids,” he shouts at them, and tosses a packet of the medicine. The men break out in a dance, football jerseys and all. Boo-YAH!

If it seems like bad publicity for Fieri’s brand, he’s likely got bigger things to worry about: Earlier this month, the perpetually mocked chef’s Wikipedia page had to be “protected from vandalism” after users edited his biography to read that he was a “genocidal member of the U.S. Supreme Court.”

And in October, 2011, one of his former producers accused him of harassing women and of making homophobic comments on set.

And then, of course, who can forget the scathing review by The New York Times last year of his new 500-seat restaurant in Times Square? A sample of that review:

“Hey, did you try that blue drink, the one that glows like nuclear waste? The watermelon margarita? Any idea why it tastes like some combination of radiator fluid and formaldehyde?”

Fieri is not the first food star to pair up with a drug company. Before the N-word scandal involving Paula Deen, the TV star known for her deep-fried Southern comfort food had signed on to partner with diabetes drug Novo Nordisk (she was later dropped from the deal).

Former Top Chef contestant (and Montreal-born chef) Spike Mendelsohn also signed on last year to endorse Dexilant, a heartburn drug.

On top of his partnership with Rolaids, Fieri also sells his own lines of “aesthetically rockin’ ” knives, cookware, barbecue sauces and “da spice is right” salsas, cookbooks and frozen foods.

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