He replaced Phil Neville against Fulham on Sunday and linked with Ruud van Nistelrooy as United eventually recorded a thrilling 3-2 win.

Cole said: "It is frustrating to sit on the bench. We all know only 11 players can start, but that doesn't mean you like it. There must be something wrong with anyone who does.

"This is work. It is your living. You must want to start."

Cole has already expressed his frustration once during the pre-season build-up as Ferguson experimented with a new formation in which Paul Scholes played off lone striker van Nistelrooy.

That appeared to leave little room for Cole, or fellow strikers Dwight Yorke and Ole Gunnar Solskjaer.

But there are increasing signs that Scholes is not happy with his new position either, and the vast improvement when United switched to a 4-4-2 formation on Sunday may prompt a Ferguson rethink.

The United boss will make changes anyway, with skipper Roy Keane back from suspension and certain to start in central midfield.

Phil Neville is likely to make way, although Juan Sebastian Veron may also be asked to stand down as he adjusts to the increased pace of the Premiership.

Of even more concern to the United boss is that his team get off to a solid start.

"Blackburn are probably relishing the first 15 minutes," admitted Ferguson. "We are in the habit of giving away early goals and if we are going to have success, we must get the defence right."

However, he remains confident of victory against a club which under Kenny Dalglish denied United the title in 1995, only to suffer the indignity of relegation just four years later.