So what if TV audience share is being bitten into by online networks, for the chefs that TV made famous it’s a seamless transition from television series to the online channels and back.
Celebrity chefs have hardly paused for breath before getting cosy with the big retailers to pursue their own take on recipes in videos that sell food, aspiration, life style and above all produce.
Back in the day when Graham Kerr’s Galloping Gourmet was the nearest thing to groovy cooking in the TV schedules, the marketing genies were very definitely in the bottle, but the liberation of content across the Internet has changed the landscape beyond recognition.
And why do the biggest brands pay for this relentless outpouring of cookery know-how?
Because we lap it up. Jamie plays Food Tube for Ocado; Marco Pierre White cooks for Knorr whilst Heston fronts for Waitrose across online and broadcast platforms. They are associated with their chosen brand, which gives it credibility and desirability.
The truth is that whilst the Brits might not know an egg whisk from a colander, we aspire to the lifestyle that good food and great cooking hints at.