[1][2] He is joined by the shop's eccentric staff, played by actors who appear throughout the game.

[3] Edmonds conceived the idea and showed it to the Hat Trick Productions managing director Jimmy Mulville.

The pair agreed to develop the premise and filmed the show's pilot episode after the production company constructed a studio inside a recreation area in Somerset.

[4] Pairs of contestants are invited up to win an increasing amount of money by correctly picking the cheapest of three similar items, taken from the shop's stock.

If they fail to guess the cheapest item they are eliminated from the game and lose all their money.