Oven Pride claims sales have rocketed 100% since the brand's controversial TV campaign kicked off two weeks ago.

The 'So easy, even a man can do it' strapline had prompted complaints to the Advertising Standards Authority of it being sexist, admitted general manager Matt Stockdale

"The tongue-in-cheek humour was a real hit, although there were a few complaints from consumers who found the ad sexist," said general manager Matt Stockdale, who is currently in the US pitching the brand to Wal-Mart.