A British town has banned Jamie Oliver after its residents were offended by their hometown's portrayal in the celebrity chef's new show about to premiere in Australia.

Residents of Rotherham in Yorkshire, where Oliver's latest show Ministry of Food is set, have accused Oliver of portraying a town full of "dumbos" and "numpties", according to an article in Britain's Daily Express.

The series, which will premiere on Network Ten on Wednesday, aims to teach parents who are used to buying junk food and takeaway food how to cook.

The show features people who rarely cook at home and one mother who can't even tell if water is boiling.

A former chef, Alan Dale, 56, was quoted in the newspaper as saying: "My message to Jamie is to stay away from Rotherham.

"Feelings are running high because he has made us look like complete idiots."

Another resident said Oliver "made a point of showing derelict buildings and downtrodden areas" and poor families.

Local Conservative leader John Gilding said the show "gave the impression everyone was down at heel and made us look like dumbos".

Oliver said he would try to redress the balance in future episodes.

The series, which was inspired by the Ministry of Food set up during World War II in Britain to reduce malnutrition, is all about going back to basics.

The producers picked Rotherham because it was thought to represent the UK in terms of demographic make-up.