Retailers have seen a substantial increase in sales of prepared foods since Delia Smith’s BBC2 programme aired on Monday night. Dubbed the Delia effect, the show and accompanying book, How To Cheat At Cooking, have encouraged the public to reach for the frozen mashed potato and frozen artichoke hearts this week.
Since the TV cook’s new book was published in February, Marks & Spencer has seen an increase in sales of prepared roasted red and yellow peppers of more than 150 per cent, and Waitrose has reported a sales increase of 140 per cent on its frozen artichoke line.
After a six-year absence, Smith returned to BBC2 on March 10 with her simply titled programme, Delia, promising to show the nation how to cut corners, save time and take the fear out of entering the kitchen, by using prepared products from supermarkets. Monday’s programme, which showed viewers how to make chocolate cup cakes with frozen mashed potato, attracted an audience of 4.1 million.
M&S product developer, Katy Patino, said: “It is amazing to see the impact Delia still has. Since Delia’s How To Cheat At Cooking book was launched, sales of specifically selected products have all increased.”
“Delia’s long-awaited return has caused shoppers to seek out the new ‘must have’ ingredients, proving she is as influential as ever,” a Waitrose spokesperson added.
Tesco said that sales of Aunt Bessie’s mashed potato had increased by 45 per cent, while McCain potato wedges had climbed by 37 per cent. Both products now have a “Delia cheat product” sticker on their packaging.
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