Supermarkets have booked extra sales of €29m since the start of the football World Cup in Brazil, according to market research group GfK.

Orange-coloured puddings and cakes are the most popular football-related foods, GFK says. Last week, one in seven Dutch households bought an orange-themed item and the craze for all things orange is on a par with the World Cup four years ago.

Drenthe, Gelderland and Noord-Brabant are the most fervent football supporters, while Overijssel, Friesland and Limburg are least likely to succumb to Oranje fever.

The GfK research is based on a panel of 10,000 households.