The power of the television chef is underlined today as sales of scallops and other ingredients soar in advance of tonight’s Cookalong Live programme with Gordon Ramsay.

Ramsay effect is a load of scallops

The power of the television chef is underlined today as sales of scallops and other ingredients soar in advance of tonight’s Cookalong Live programme with Gordon Ramsay.

Ramsay effect is a load of scallops

The programme invites viewers to cook the menu – published well in advance of the broadcast – at the same time as Ramsay is showing how it’s done.

Tonight’s menu comprises scallops with tomato and herb salsa, steak and chips with rocket and parmesan salad, and chocolate mousse. Sales of frozen scallops in Waitrose have risen 600% since the menu was announced, and Asda says it is also expecting to see a 200% boost.

Asda is anticipating similar rises in sales of groundnut oil and honeycomb chocolate, thanks to Ramsay. The supermarket has also seen a 160% increase in sales of portable televisions so that people can watch the programme in the kitchen.

Cookalong Live airs on Channel 4 tonight at 9pm.

Meanwhile, Delia Smith is set to return to television after a seven-year absence with a new series this spring. Kitchenware retailers have traditionally been inundated with customers wanting to buy the products she uses on her shows.

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