Nigella Lawson helps boost semolina sales |
| Tuesday, 30 December 2008 | |
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Supermarkets witnessed soaring semolina sales in the run-up to Christmas, after shoppers got a hint from celebrity cook Nigella Lawson. Lawson suggested that semolina should be sprinkled on potatoes before they are roasted in goose fat for Christmas dinner to improve the flavour. Asda reported that sales were up 100% on last December, while Sainsbury's said sales are up 35% on last year. An Asda spokesman said: "The only explanation is that people are using it for Nigella's roast potatoes. Luckily we did not sell out anywhere." Lawson was again cited by Sainsbury's for the surge, and a spokesman said: "Obviously Nigella is a very influential person. It seems a lot of people have been following her roast potato recipe. "There was a similar big increase in demand a couple of years ago when she recommended using goose fat." Lawson made the assertion about semolina in her most recent BBC television series. Sales of free-range chickens increased earlier this year after a campaign looking at the conditions intensively reared animals are kept in was started by Jamie Oliver and Hugh Fearnley-Whittingstall. But TNS said last week that shoppers are on more of a budget since the recession began, and are buying more cautiously. Related Articles
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