Richard Hammond is used to the occasional off-road misadventure, but the Morrisons mouthpiece went dangerously off-message in the most recent edition of Top Gear.

The crash-prone daredevil stunned viewers with the shock revelation that he had "no interest in food" which might not have gone down too well with the supermarket's PR commissars, who pay the Hamster a suitably handsome sum to flog their bargain-basement coleslaw.

It must be its non-food offer he rates so highly.

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