Martin Lewis has slammed the Government's advice for those struggling to eat due to the cost of living crisis as "patronising b*******".
The money-saving guru said it is, however, "ironically" PM Boris Johnson who may be able to offer some "hope" if he intervenes quickly.
The 49-year-old TV personality's rant came after Environment Secretary George Eustice suggested those hit hardest by soaring prices buy value brands.
In his "tone-deaf" comments, he added it is important such people "contain and manage their household budget".
Mr Lewis, who founded the MoneySavingExpert website, said the advice completely misses the point for those with the lowest incomes who are having to choose whether to freeze or starve.
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He told LBC's Tonight with Andrew Marr: "The advice is perfectly reasonable, if you are going supermarket shopping and you are buying the most expensive brands and you need to cut back, then drop down a brand level or two.
"But the idea that that is some panacea for the working poor and the non-working poor in this country who don't have enough income, don't know that, that's what comes across as patronising and difficult."
Mr Lewis said his heart breaks reading mail from people who "simply have nowhere to turn".
He admitted the "usual tools we have no longer work" due to expenditure being so much bigger than income.
Mr Lewis added that the "simple solution" is to increase people's pay packets.
Mr Marr questioned his guest on what measures Downing Street should be considering, to which Mr Lewis said a "social tariff for energy" with a price cap specifically for those "never able to take advantage of the market".
The host then asked whether Mr Johnson understands what is happening.
Mr Lewis answered "as the pressure ramps up", particularly if the red wall seats crumble, he may have to recognise the cost of living crisis is "the biggest issue" to resolve and retain support for his government.
"As an instinctive populist politician Boris Johnson may well be the one who caves to say 'we need to do more'," he added.
