Press Centre

How to cheat at cooking encourages buying frenzy

Frozen mashed potato, Roquefort cheese and Kalamata olives are just some of the items selling in record volumes at ASDA today thanks to Delia Smith’s new cookery series.

In the programme entitled, ‘Delia’, aired last night the nation’s favourite cook demonstrated ‘cheat’ ingredients and recipes to create tasty, home cooked meals in a fraction of the time. In preparation for the ‘Delia Effect’, ASDA has been filling the shelves with ingredients needed to make the meals.

Sales of items included in the programme have literally shot up this morning and are expected to grow throughout the week.

Sales are expected to soar at ASDA over the next seven days as customers look to recreate the recipes. The supermarket predicts sales to be:

Frozen mash up 1500%

· Roquefort cheese up 500%

· Kalamata olives up 200%

On the programme last night Delia used a mini chopper to help make light work of the recipes and ASDA is anticipating robust sales this week, offering a mini version for just £7.72.

Last night Delia showed the nation how to cheat at cooking Hot Smoked Salmon and Quail Egg Pie, Shepherd’s Pie, Lazy Summer Soup, Patatas Arequipa, Potato, Roquefort and Sage Bread and Oven-Sauteed Potatoes with Red Onion, Garlic and Rosemary.

Andy Adcock, Director ASDA Brand commented: ‘‘There’s nothing to be ashamed about when it comes to cheating your way to success in the kitchen. At ASDA our initial sales data shows that many of our customers are embracing Delia’s new way of cooking by stocking up their store cupboards and freezers with great value items.”

To ensure that customers don’t miss the show all TVs at ASDA stores will be tuned to BBC 2 at 8.30pm every week for ‘Delia’s How to Cheat at Cooking’.

What’s more each store created a Cheat at Cooking Crèche, where husbands or wives could drop off their spouse to let them watch the show, while they carried on doing their shopping. Copies of the book, which ASDA sells for just £7, were on hand in the crèche for customers to flick through for hints and tips.

Posted in Press Centre on 12 March 2008