Talking Print director David Hyams said the firm was first contacted in October, prior to the regional heats, when it was asked to supply 10 audio modules with a pre-recorded chicken sound.

The job was something of a departure from the firm's usual work, which is as a consultancy and business-to-business supplier of audio and video modules for integration in printed products.

"Our remit is towards print and is really about putting audio and video into print to make it stand out, but if Tom Aikens comes to us and says he wants to make his starter cluck then we'll do that as well," explained Hyams.

"We like to think that we're the only company in the country that do this - we're also unique in that we can offer short-runs produced in the UK as well as longer runs sourced from China."

After Tom Aikens dish triumphed in both the regionals and the finals, Talking Print was contacted by the production company Optomen with a requirement for 100 modules for the banquet, which was held at the Royal Albery Hall in aid of Comic Relief.

Hyams said that Talking Print could work with printers on a consultancy basis to help them offer something new to their clients. "We feel it's a good thing for them to put into their toolbox," he explained.

"It's not about doing long runs anymore, it's about doing different things with print and pushing the boundaries of print - so rather than just putting out a piece of print, have audio, lights and video integrated with it."

Hyams admitted that there was a significant cost attached to the video modules of around £30 per unit for 100 4.3" HD screens. "It's expensive but if you get a piece of print with one in then there's a real wow factor," he added.

Hyams said there was no limit on the amount of content that could be included, adding "if you wanted we could put enough memory on there to run a film, plus all the modules are reusable and rechargable via USB".