Fabulous Baker Brothers have a fast pace but fail to hit the spot

Extreme close-up after extreme close-up, mixed with dizzyingly fast editing and a dash of cheesy personalities are the perfect ingredients to leave you feeling nauseous after watching the latest foodie offering to hit our screens, The Fabulous Baker Brothers.

Professional chef turned butcher Henry Herbert, 24, and his older baker brother Tom, 34, trade from adjacent shops in posh Chipping Sodbury.

The Herberts have been baking in the Cotswolds since 1920 and Tom is the fifth generation to carry on the family tradition, we are told in a brief history before a grinning Henry pops up to declare "This is baking for boys".

What follows is essentially a fast-moving montage of glossy close-up pictures of food with some annoying, awkward "brotherly banter" between Tom and Henry thrown in for good measure.

This week's episode – three of five on Channel 4 – was "food for love" with the brothers competing for the attentions of a group of hairdressers to see who can come up with the best Love Pie.

Spouting classics like "This one's for the ladies" or "She'll be begging you for more" whilst kissing their culinary creations and prancing around their impossibly spacious kitchen, the two try and convince the blokes this cooking malarkey is easy peasy and manly and cool at that.

But by the end of the half-hour you feel like you've been whisked up like one of their dishes, not having followed much of what has gone on. If the programme's aim is to be a guide to cooking, it falls flat. If it's aim is to be an all-round entertaining show with a bit of food thrown it, it also fails.

"This is baking for boys", but I would rather watch Delia Smith.

As with a lot of these sorts of programmes two experienced chefs try and convince us this is simple stuff that'll transform the way we cook before pulling out a never-ending supply of expensive looking array of utensils and various hard-to-find ingredients which someone has spent an age measuring out perfectly ready for cooking.

In reality, for blokes trying it at home they'll probably create more of a mess than their loved ones will thank them for.

Then the cooking begins and we're off at breakneck speed as they tell us to do this that and the other before, voila!, the whole thing's done and the brothers are off to share their food with a bunch of hairdressers to see whose pie they prefer, rustling each others hair as they go in a jaunty brotherly fashion.

This week it was Henry's passion fruit creme brulee tart than won out over Tom's cherry meringue tart – pity as Tom is slightly less annoying than Henry, who you wish would get his brulee tart shoved in his grinning face by one of the seemingly unimpressed student hairdressers at the end.

The Herbert's baking may be good but I can't see this pair setting the already overloaded world of TV celeb chefs on fire.