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Get your free copy16 April 2012, 11:11 AM
- A huge spike in the number of gammon sold for Sunday roasts is thought to be due to a recent advert featuring Delia Smith
Sales shot up by 294% compared to last year after Smith featured a recipe for blackened gammon with salted caramel on the television.
Jamie Matthewson, a buyer for Waitrose who reported the sales increase said, “It’s great news that gammon is back on dinner tables up and down the country. It’s a great value, tasty joint that the whole family can enjoy.”
The cook’s influence over food sales has been dubbed the ‘Delia effect’, and was first used when sales of cranberries quadrupled the day after she used them on television.
The same thing happened when she used grapes, rhubarb and eggs in various recipes.
The economic climate is also a likely factor in the resurgence of gammon, which is cheaper per kilo than other traditional roasting meats such as beef or lamb.
