The former glamour model — who took part in the ITV reality show herself in 2004 and 2009 — shared her own review of the new series on social media, complaining that the people taking part were not even famous.
Price said: "I'm A Celebrity, or should I call it 'I'm A Non-Celebrity'?!"
She added to fiancé Carl Woods: "Because even you've got more followers than some of the people on there.
"I'm surprised they haven't got an Instagram influencer on it because they'd probably have more followers.
"It should be called 'Who are they? Are you a Celebrity or Aren't You?'"
This year the reality show contestants include TV presenter Richard Madeley, former Saturdays singer Frankie Bridge, ex-Strictly Come Dancing judge Dame Arlene Phillips, Emmerdale star Danny Miller, music producer Naughty Boy and retired footballer David Ginola.
Price bragged: "I would know about the show more than anyone because I have actually done 'I AM A Celebrity... Get Me Out Of There!' twice. And I'm the only one on record ever to to do the show twice."
She went on: "To me doing I'm A Celebrity should be in Australia. I watched the show last year in the castle and I thought it was absolute s***. So I'm hoping this year they've stepped it up.
"They're filming it in Wales so no one has to fly anywhere and this is the only people they could pick out of the whole crop of celebrity land..."
For the first 19 series the show was filmed in the Australian jungle, but as of last year it was moved to Gwrych Castle in north Wales due to COVID travel restrictions.
But after watching the first episode Price admitted she was impressed with the new challenges which saw Miller, Minchin, Snoochie and Naughty Boy suspended 213ft high over a quarry on a wobbly plank.
Price said: "The first challenge - brilliant. Could I have done it? Absolutely not, I hate heights."
She added: "I must say the challenges are bloody good, I'm loving it already. I think this is an amazing show, I can't wait for the next episode. I think they've stepped up their game. Already I am hooked."
The 43-year-old reality star and mother-of-five — who met her first husband Peter Andre on the show — was not the only viewer to criticise the calibre of celebrities on this year's series.
One tweeted: "Watched #ImACeleb for years. Turned off after 20 minutes tonight. I can honestly say hand on heart that apart from 4 of them, I have no clue who rest are. May as well be a public version of the show. Just me??… do I need to read more celeb mags??"
Another complained: "Scraping the barrel this year on #ImACeleb #Who."
While another commented: "I have no clue who any of these people are #ImACeleb."
And many viewers were asking: "Who are these people #ImACeleb."
Watch: Richard Madeley and Frankie Bridge faced the first Bushtucker Trial