Food Network's Guy Fieri is fired up about his new show "Guy's Grocery Games".

Starting in the grocery aisle, four chefs cook against the clock while facing unique twists and challenges each week. The show, which was inspired by "Minute to Win it" took a year to develop.

"It is more than just cooking and who makes the best dish," Fieri told the Milwaukee Journal Sentinel. "It is putting them through a gantlet of challenges to get the food and then prepare the food"

Fieri said by the time the show was ready to shoot, he wanted to compete in it himself.

Contestants face challenges such as having three minutes to shop for everything on a grocery list or having to make a gourmet sandwich, with a side dish and all, but only having 30 minutes to shop and prepare, with only $6.73 and a handful of coupons. The winner gets to shop for $20,000.

As side from his desire to be known as a great dad to his two sons and nephew, who lost his mother, Fieri's sister, to cancer, Fieri said he wants to be known as a food dude.

"That's all I've ever wanted to be, since eight years old" Fieri said. "Making people happy through food, it's what I think about all day."

Catapulted into the public eye on "Next Food Network Star," Fieri is best known as host of the Food Network's top-rated show, "Diner, Drive-ins and Dives." Many of Fieri's favorite places can be found in his latest book, "Diners, Drive-ins and Dives: The Funky Finds in Flavortown".

Fieri is the co-owner of seven California restaurants, including Johnny Garlic's California Pasta Grill and Tex Asabi's. He also has Guy's American Kitchen and Bar in New York City's Time Square. He will soon add spots in the international terminal at John F. Kennedy International Airport and Las Vegas.

"Guy's Grocery Games" premiere at 7 p.m. Sunday, on the Food Network.