The 36-year-old music producer - whose real name is Shahid Khan - is among the contestants who have arrived at Gwrych Castle in north Wales for the ITV reality show, and promptly had his contraband seasoning confiscated by show bosses.
Naughty Boy revealed to the Bush Telegraph camera: "Before I left, I grinded some spices that could make rice and beans actually taste a bit nice so what I did, I put it in my sock. This is my Naught Masala. There's cumin seeds, cloves, turmeric, coriander seeds.
"If you ask my Mum - eating bland food is a crime!"
Naughty Boy then told his campmates: "I had whole organic spices so I crushed some and I put it in cling film and I put it in my sock. I thought I was going to add it to the rice and beans and make it taste better but I asked them if it was ok if I used a bit because we're suffering enough as it is and they confiscated it."
Watch: Who is I'm A Celebrity's Naughty Boy?
Earlier the musician - who has worked with stars including Beyonce, Sam Smith, Britney Spears and One Direction's Zayn Malik - said: "My mum doesn’t like it when people call me Naughty Boy. She corrects them and says, ‘No, no, he’s a good boy.’
"Naughty Boy is the entertainer and Shah is who you see at home.”
But TV presenter Richard Madeley revealed he does not think the rule breaking will end there.
Madeley said: "Well Naughty Boy had really lived up to his name. He smuggled in something for camp. I think that's a real mark of character actually. And we've got to bend the rules a bit here and I can promise you, having spoken to everybody here, this is not going to be the last time that the rules are bent."
Read more: Meet the I'm A Celebrity 2021 campmates
Naughty Boy also told his fellow campmate that he had been preparing for the meagre diet served on the reality show but eating just one meal a day for the last month.
The celebrities - including former Strictly Come Dancing judge Dame Arlene Phillips, former Saturdays singer Frankie Bridge, retired footballer David Ginola and BBC Breakfast presenter Louise Minchin are settling in at the Welsh castle for their stay.
I'm A Celebrity...Get Me Out Of Here! continues at 9pm on ITV.
Watch: Everything you need to know about this year's I'm A Celebrity