Surely, it would take a cultural phenomenon of epic proportions to drag the poor scooter out of the celebrity chef's portly shadow? Preferably something out of the hyper driven hotbed of gadget geekdom that is Japan and with the words 'limited edition' written all over it.

Say hello then, to the Zoomer.

Built by Honda the Zoomer is the Skeletor of scooters. Powerful but stripped down to its bare essentials, it has extra-wide tires, dual headlights and a 50cc engine. But most of all the Zoomer is ultimately customisable.

Saddles, paint jobs, accessories, frames, engine parts... you decide. It's a scooter made in your image. But you'll have to be quick: the number of Zoomers making their way to the UK is very small, so much so that you might be better off importing one right now to get ahead of the game.

Just pray Jamie Oliver doesn’t get his hands on one.

Honda Zoomer and Zoomerzine