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The sales of frozen scallops have shot up 600% following news that the dish will feature in Gordon Ramsay's live cookalong.
The chef will lead the country through a three-course meal in the televised event, which airs on Channel 4 on Friday.
Sales of the seafood have soared at Waitrose since the recipe was published on the internet on January 9.
Viewers are keen to join Ramsay in making pan-roasted scallops with tomato and herb salsa, which will be followed by steak and chips and chocolate mousse.
Waitrose frozen food buyer Sally Brooks said: "With the programme's producers encouraging customers to cook along from home, it certainly appears that people aren't taking any chances and are ensuring that their fridges and freezers are stocked up."
Ramsay said: "That's great news. A lot of people are somewhat intimidated by [scallops]. But they're very good for you."
The cookalong is part of Channel 4's Big Food Fight season, which aims to encourage people to think more carefully about what they eat.
Gordon Ramsay: Cookalong Live airs at 9pm on Friday on Channel 4.
