I'm A Celebrity couple Cerys Matthews and Marc Bannerman have split up after just three months, it was reported today.

Welsh singer Matthews apparently broke up with the former Eastenders star over the telephone two days before Valentines Day.

The 38-year-old said she had come to the end of her tether after a series of rows and wanted to focus on her music career.

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Happier times: The couple's last appearance together on Al Murray's Happy Hour on January 11

Before the storm: The pair 'fell in love' on I'm A Celebrity... Get Me Out Of Here

A friend of the former Catatonia singer said: "The passion fizzled out and they've hardly seen each other in the last month.

Former love: Marc's ex-girlfriend Sarah Matravers was publicly humiliated when he fell for Cerys in the jungle

"She realised the relationship was going nowhere and wants to concentrate on her tour, so she told Marc they were finished this week."

The couple fell for each other when they both appeared in the ITV reality programme in November last year.

Once the show was over they declared that they were "in love" and even discussed having children.

But their high-profile romance reportedly began to falter over Christmas when Cerys's ex-husband Seth Riddle came to stay in Wales to spend time with their children. "They had talked about buying a house together but that plan was abandoned early in the year. Cerys has been in Wales and Marc has rarely visited.

"Once she got back to normal life she started to feel embarrassed by the way she had fallen for Marc on camera.

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Jungle love: Cerys Matthews with Marc on I'm A Celebrity

"She thought the jungle would be fun - but she feels sheepish about it now." Said a friend.

The pair cashed in on their love affair with a series of glossy magazine interviews - earning an estimated £750,000.

Their last appearance together was on Al Murray's Happy Hour on January 11.

Meanwhile Bannerman's ex-girlfriend Sarah Matravers, 33 - who publicly dumped him for flirting with Matthews on I'm A Celebrity - has found new love.

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Clinch: The couple share a passionate embrace during an afternoon stroll in west Wales last year

The actress is dating millionaire TV producer Ian Stewart, 46, from New Zealand.

A source said: "If Marc thinks he can go crawling back to Sarah, he's much too late. She's loved up and planning a new future with Ian."

Matthews is now living back in her parents' house near St David's, West Wales, with children Glenys Pearl, four, and two-year-old Johnny Jones.

Bannerman's mother Dolores Noronha said: "It's finished with Cerys. He's very upset, very down."