Tesco's plans to launch a range of celebrity chef-endorsed cookware have gone down the pan - because the retailer can't find anyone to endorse it.
Bogof has it on good authority that the retailer has been frustrated in its attempts to sign up an A-list culinary personality, so has shelved the idea.
The big stars in food TV, including Jamie Oliver, Nigella Lawson, Gordon Ramsay, Gary Rhodes and Antony Worrall Thompson, have already put their faces to cookware ranges.
And as Britain's biggest retailer Tesco is believed to be unwilling to settle for a lesser- known name.
Tesco, for its part, declined to confirm the story, telling Bogof: "We are always looking at new things and there may have been conversations but there are no plans currently."
Maybe not, but whoever does emerge as Britain's next big thing in TV cookery could be looking at a lucrative contract courtesy of the good people at Cheshunt.
Isn't Keith Floyd due for a comeback?
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