Mason Williams in Oliver DVD win

The series, which features chef Jamie Oliver and goes on sale next month, is identical to the TV version but with expletives 'bleeped' out.

Mason Williams account director Natasha Gould said the DVD would be a 'tool for educating parents and children about what is good and bad food'.

Health, education, parenting and children's media will be targeted, along with catering and DVD trade press. National newspapers that have championed Oliver's cause, such as The Sun and the Daily Mirror, will be a particular focus.