Tesco is this week rolling out an own-label cheesecake created by a daytime TV competition winner.

The rhubarb crumble cheesecake will be sold online and in 540 stores for the next six to eight weeks. It carries a £5 tag, with £1.65 from each sale going to Tesco’s charities of the year - Alzheimer’s and Alzheimer’s Scotland.

The cheesecake, created by 25-year-old Zoe Williams, was voted the winner of ITV’s This Morning dessert competition last month by judges including Tesco convenience food technical manager Dave Oliver and celebrity chef Gizzi Erskine.

Williams only began baking eight months ago while off work recovering from a car accident. “I think every amateur chef dreams about getting their recipes tasted by millions of people,” she said. 

ITV Studios said the competition reflected its efforts to find new ways to collaborate with brands.

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