Ash Atalla has joked that his new comedy series Trollied is better than The Office - because it doesn't star Ricky Gervais.
The producer, who worked with Gervais and Stephen Merchant on the hit show, took to the stage at the SKy1HD season launch to talk about his new project, which is set in a supermarket.
Asked by host John Bishop to compare it to The Office, Ash joked: "It's much better. It's got more northerners in it... and there's no Ricky Gervais."
Trollied, which begins on August 4, stars Absolutely Fabulous actress Jane Horrocks as an aspiring deputy manager and Mark Addy as a cheerful butcher.
Both characters work at fictional supermarket Valco, which has the slogan 'Valco serves you right'.