The Jewish television presenter Larry King has gone back to his cultural roots.

The 77-year-old, who gave up his nightly CNN spot after a quarter of a century last year, is now a shareholder in the Beverley Hills franchise of an American bagel business.

Mr King, born Lawrence Harvey Zeiger to Russian immigrant parents in New York, became the national spokesperson for The Original Brooklyn Water Bagel Co at the end of last month. His father, who died when he was eight, owned a restaurant.

After more than 50 years in the entertainment industry, Mr King said it was the fulfillment of a lifelong dream. He told the Guardian: "I said to myself, someday if I could have a beautiful, tall wife and my own bagel shop, life would be complete."

He added that his favourite bagel was "open with no butter, cream cheese and smoked salmon".