ONE of Cumbria's Apprentice candidates has turned his failure on the reality TV show into business success.

Oliver Nohl-Oser, who was was the third candidate to be "fired" by Lord Sugar on this year's series, has seen sales of his Cumberland sausages grow by about 25 per cent.

He runs two businesses - The Cumbrian Sausage Company and James Alexander Fine Foods.

Mr Nohl-Oser, 34, from Milburn, near Penrith, wanted Lord Sugar's investment to take his products to the Far East and license them for sale in places like Singapore, Hong Kong and Australia. He already sells in Dubai.

His investment dreams were shattered on the show's sweet week, which resulted in him appearing in the infamous "boardroom" and being told by the host that his best way of finding a £250,000 investment would be on a scratch card.

Mr Nohl-Oser said: "At The Cumbrian Sausage Company we have seen a 20-25 per cent increase in sales in Tesco in the 50 branches where we are stocked in the north west."

He added that there had also been a sales growth on online retailer Ocado - which does not operate in Cumbria - of 15 per cent following his appearance on the show.

Mr Nohl-Oser has also had time to reflect on his unsuccessful time as a candidate.

"I think Lord Sugar was, maybe, looking for a business which was not fully developed, he said.

"I would have liked to have gone forward but, looking back, I did well to beat 50-60,000 other people who wanted to appear."

He also said that on the night of his exit from The Apprentice just fewer than 3,000 people logged onto the company's website.

"It was great exposure (going on the show), for anybody's business," he added.

Mr Nohl-Osser was also keen to talk about James Alexander Fine Foods, which is promoting three, four and five bird roasts in the run up Christmas.

He said: "I think we will be on track for £20,000 in the two months leading up to Christmas. That is double the figure from last year."

Fellow Cumbrian candidate Rebecca Jeffrey, of Asby near Lamplugh, was also "fired" by Lord Sugar.