The power of television has helped a Gloucester retailer's sales as viewers went in search of the right materials for the perfect pizza.

Sales of ProCook pizza stones went through the roof following a segment in ITV's This Morning which showed celebrity chef James Martin cooking his favourite margherita pizza recipe.

While he did not name check the brand, he spent a few minutes focusing on the importance of using a hot pizza stone to get a crispy base and viewers flocked to the web to grab a stone for themselves.

One ProCook pizza stone completely sold out before customers moved on to another stone in the range, resulting in nearly 1,000 being sold in a single day.

Brand director Sarah Savery-Smith said: "We knew that pizza was having a moment during lockdown as sales of our pizza tools had been increasing steadily in recent weeks, but we were not prepared for this.

"We sold 25 times the amount of pizza stones we'd normally sell in a day, and all because of James Martin. It was fascinating to see how powerful a TV mention can be.

"The nation has fallen in love with cooking again and we've seen a huge uplift in sales of many popular baking items and gadgets such as pasta makers, loaf tins and woks, as people are getting more experimental in the kitchen."

Founded more than 20 years ago, ProCook supplies high-quality kitchen and dining ware through more than 50 UK stores - including one in Gloucester Quays - a successful eCommerce business and seven European markets.