Cheap roasting joints have surged in popularity at Waitrose after Jamie Oliver featured them on his latest programme, the supermarket chain said today.
Waitrose said sales of pork shoulder joints are up by 270% since Thursday and pork belly joints by 66% after they were championed by the celebrity chef.
The firm added that this has pushed overall sales of pork up by 20%.
Pork Buyer Anna Lloyd said: “These sales show that when made aware of the reasons to buy high welfare British pork, shoppers are more than happy to respond.
“Joints such as shoulder and belly are both delicious and excellent value – and are especially good for the snowy weather.”
Sales of shoulders and belly joints have not been popular since the 60s and 70s, Waitrose said.
Last week, the retailer said almost 70% of consumers are unaware of the conditions pigs are reared in abroad. Animal welfare was the subject of Oliver’s latest Channel Four programme last week.
