A former Big Brother producer is offering his answer to economic gloom with the launch of Credit Crunch breakfast cereal.

Sheridan Simove takes delivery of the first shipment of 1,000 boxes over the next few weeks. The currency symbol-shaped cereal pieces have been manufactured in China, which Simove claimed was five times cheaper than making it in the UK.

"One major retailer has expressed interest in Credit Crunch and I think it will capture the public imagination," he said.