ITV bosses are said to be hoping that the fabulous and glamorous Holly Willoughby will be able to shift mountains of This Morning branded goods.

Willoughby starts as the shows co-presenter next month alongside Phillip Schofield and bosses are hoping that her arrival will prompt viewers to buy This Morning toasters in their thousands.

An insider told The Sun: “People have a strong affinity with This Morning and see it as a programme they can trust.

“So we think launching This Morning-branded goods will go down well with the viewers.

“Obviously we won’t be doing really expensive stuff, as the show is about good value for money. It will be more like a really good quality watering can or something useful for the kitchen.”