Supermarkets are bracing themselves for a Delia Smith deluge, as shoppers rush to fill their cupboards with her latest recommendations. What Delia uses, we buy Her new book, Delia's How to Cheat at Cooking, lists several must-have ingredients. Stores have already ordered extra quantities because whatever Delia uses, we buy. Her tips are guaranteed to become best-sellers. Last time she put her name to products, supermarket shelves emptied.
The so-called 'Delia effect' started an egg obsession, boosting sales by an extra 54 million. Cranberries and capers were also mentioned, and both enjoyed similar success. Among the ingredients in her latest book are some unexpected entries. McCain oven-ready frozen chips and Aunt Bessie's frozen home-style mashed potato both make the menu. As do most of the main supermarkets, each with an own-brand product name-checked and endorsed. Delia has even produced a little orange sticker to help shoppers find the products.
"I'm not sure I'd buy frozen mash when you can make it so easily," one shopper told Sky News. But others were more impressed. "I probably will try what she says, of all the TV cooks she's the most straightforward and down to earth," another said. Delia sparked a rush on eggs in 1998 The book is already topping the best-seller lists, but her pick of products and name-dropping of supermarkets has been raising a few foodie eyebrows. Some smaller retailers are not impressed.
The Guild of Fine Foods represents independent, specialist food stores and producers. Its Chairman, Bob Farrand said: "The industry as a whole is slightly angered by some of the products she's chosen. Many of our members are asking what is she thinking of recommending people to buy mass produced food like this? She's clearly gone very commercial." Not all the ingredients are big-names, and there are several entries for local firms. One company which previously benefited from the Delia effect is Maldon Sea Salt. Managing Director Steven Osborne said: "Last time we completely ran out of stocks. This time Delia contacted us and gave us plenty of warning so we've been upping production. We've already got 200% more orders which is fantastic."
The so-called 'Delia effect' started an egg obsession, boosting sales by an extra 54 million. Cranberries and capers were also mentioned, and both enjoyed similar success. Among the ingredients in her latest book are some unexpected entries. McCain oven-ready frozen chips and Aunt Bessie's frozen home-style mashed potato both make the menu. As do most of the main supermarkets, each with an own-brand product name-checked and endorsed. Delia has even produced a little orange sticker to help shoppers find the products.
"I'm not sure I'd buy frozen mash when you can make it so easily," one shopper told Sky News. But others were more impressed. "I probably will try what she says, of all the TV cooks she's the most straightforward and down to earth," another said. Delia sparked a rush on eggs in 1998 The book is already topping the best-seller lists, but her pick of products and name-dropping of supermarkets has been raising a few foodie eyebrows. Some smaller retailers are not impressed.
The Guild of Fine Foods represents independent, specialist food stores and producers. Its Chairman, Bob Farrand said: "The industry as a whole is slightly angered by some of the products she's chosen. Many of our members are asking what is she thinking of recommending people to buy mass produced food like this? She's clearly gone very commercial." Not all the ingredients are big-names, and there are several entries for local firms. One company which previously benefited from the Delia effect is Maldon Sea Salt. Managing Director Steven Osborne said: "Last time we completely ran out of stocks. This time Delia contacted us and gave us plenty of warning so we've been upping production. We've already got 200% more orders which is fantastic."
