It was an attempt to defuse a deeply damaging situation. But Gregg Wallace’s claim that complaints of inappropriate behaviour made against him were simply from “a handful of middle-class women of a certain age” pushed the allegations even further into the spotlight.

At first the phrase provoked fury – the former victims’ commissioner Vera Baird KC accused the BBC of being “in the dark ages” for tolerating Wallace. And then it was ridiculed – “It’s not often that the internet gets behind middle-class, middle-aged women these days, but thanks to Gregg Wallace for making it happen,” wrote comedian David Baddiel.

But now the phrase is being reclaimed.

Attending the Women in Film and Television Awards last week, radio and TV presenter Anita Rani proudly wore an oversized T-shirt displaying Wallace’s words in hot pink.

“It’s important to remember that many middle-class women of a certain age grew up as working-class girls who were, and are, fierce as fuck. With long memories,” she wrote on social media after the event.

The phrase has inspired an explosion of merchandise, from mugs and Christmas tree decorations to vinyl stickers and framed art prints.

The Spark Company, which describes itself as specialising in “badass feminist apparel”, is selling a £26 T-shirt with the slogan: “Middle-class women of a certain age vs the patriarchy”. It can be purchased along with Christmas jumpers that read “mince pies before guys” and “equal pay for Mrs Claus”.

“Those old fashioned misogynistic jokes won’t land with younger generations (of any gender),” the brand posted as they promoted the new T-shirt. “So by all means, you can continue saying whatever you like. Likewise ‘women of a certain age’ can continue telling you they don’t like it. You can’t have it both ways.”

FinleoDesigns is selling a badge with the slogan for £2.25. “Proudly embrace your ‘middle-class woman of a certain age’ energy!,” the sales pitch reads. “Celebrate yourself – no explanations needed. Reclaimed. Reinvented. Yours. The perfect pin, for the perfect comeback!” British artist Megan Fatharly has created embossed art prints, which can be bought for £22.50, reading “middle-class women of a certain rage”.

The BBC announced last week that it would cancel the two MasterChef celebrity specials from its Christmas schedule as a string of allegations emerged against Wallace. The presenter has been accused of “highly inappropriate” sexualised comments and behaviour.

In a statement, which he later apologised for, Wallace said: “I can see the complaints coming from a handful of middle-class women of a certain age, just from Celebrity MasterChef. This isn’t right.

“In 20 years, over 20 years of television, can you imagine how many women, female contestants on MasterChef, have made sexual remarks, or sexual innuendo? Can you imagine?”

In a message to staff, BBC bosses said they would not “tolerate behaviour that falls below the standards we expect” and will continue to champion “a culture that is kind, inclusive and respectful”.