Edmonds will become the public 'face' of Toad after its millionaire backer Dr Chris Evans acquired a subsidiary company of the TV personality's Unique Group in return for performance-indexed share options. Confirmation of Edmonds' role came this week after his recent visit to the stand at the Fleet Motor Show.

Toad purchased The Challenge Technology Partnership for an initial consideration of £205,000, but a further £592,000 could change hands if Edmonds succeeds in increasing Toad's brand awareness to a third of the population and pushing the share price beyond 240p.