The Publication For The Grocery Trade
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Whole Earth Foods gear up for the Delia Effect

Two of Whole Earth's best-selling lines are gearing up for the Delia Effect. Whole Earth Crunchy Organic Peanut Butter and Whole Earth Organic Tomato Ketchup have become 'Delia Cheat Ingredients' by being included as recipe ingredients in the latest cookbook from Delia Smith - Delia's How to Cheat at Cooking.

Whole Earth senior brand manager, Michelle Constantinou said: "We are delighted that two of our heritage products have been used by Delia. We know that ingredients used in Delia's recipes have a tendency to fly off the shelves, so we are telling the trade of this endorsement to allow retailers to stock up on these lines and take advantage of the anticipated increase in volume sales.

"When Delia taught the nation to cook an egg, sales of eggs rose by 54million and a certain Welsh sea salt saw its sales double. Retailers are familiar with the Delia Effect and we are increasing our stock availability in preparation."

Delia's How to Cheat at Cooking is her first new book for five years and is a completely new version of her first ever cookbook, published in the 70s. Sales are expected to run into the millions. The book has been written for people who love to cook but are time-poor. It shows how to use ready prepared ingredients to take certain short-cuts, but still eat healthy, fabulous food.

The book is published by Ebury Press, part of the Random House Publishing Group, and is available in bookshops and supermarkets nationwide.
Contact Information
For further information please contact:

Kallo Foods
Tel: 01428 685100
www.wholeearthfoods.com