A west Dorset company had a boost when a celebrity chef wore its merchandise on live TV, but almost set fire to his kitchen.

Masterchef host John Torode was seen wearing a Hive Beach Cafe t-shirt when he appeared on This Morning last week doing a cooking demonstration from his home.

He joined This Morning presenters Holly Willoughby and Philip Schofield to show them how to make a McDonald’s sausage McMuffin. However, he was completely unaware he had set fire to a tea towel on his oven and the pair tried to alert Mr Torode.

He calmly carried it to the sink but the demonstration was interrupted again when his fire alarm went off. However, they were able to finish and enjoy their popular breakfast staples.

The clip was also shown on Channel 4's Gogglebox.

Steve Attrill, owner of Hive Beach Café in Burton Bradstock, said it made them smile when they saw it.

He: “It was nice to see John Torode supporting us during lockdown on ITV.

"We sent John and Lisa his hive goodie box with some of our online products, our own hive at home things, hand cream, bath, and Dorset soap, plus her own lobster t-shirt.

"John and Lisa have been doing a daily Instagram page with some great recipes, maybe she might wear her t-shirt."