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Celebrity chef recipes boost Waitrose sales

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Grocer Waitrose reported a rise in sales of 11.8 per cent last week, as customers flocked to stores in preparation for Halloween and Christmas.

Recipe’s created and endorsed by celebrity chefs have bolstered the figures, as Delia’s Classic Christmas Cake ingredients pack, a sell-out last Christmas, returned to stores ahead of the festive rush and quickly saw a sales increase of over 13 per cent on last year.

Delia’s Classic Cake Boxes have been delivered to branches over a week earlier this year, and extra supplies have been ordered to meet with demand.

Sales of cake tins also increased by nearly 15 per cent, while the supermarket chain also expects Heston Blumenthal’s mince pies to fare well.

Despite warm weather this month, sales of ready meals in the week ending October 22nd 2011 have continued strongly, with Italian meals up 80 per cent, Indian meals up 20 per cent and Mediterranean-style ready meals increasing by 60 per cent compared to 2010.

Cold-weather meals and meat for roasts have proved increasingly popular, though the grocer’s renewed focus on value for money has driven sales.

Part of the buy-three-for-£10 deal, an example of the supermarket’s recently introduced value offer, beef has risen in sales by 15 per cent - including minced beef which has risen by 38 per cent - lamb by nearly ten per cent and pork by 22 per cent.

Speaking at the time of the launch of the campaign, Rupert Thomas, Marketing Director at Waitrose, explained the importance of economical price solutions for shoppers.

“Our customers are telling us that value is now more important than ever - and they want it with no sacrifice on quality, innovation or service,” he said.

Published on Friday 28 October by Editorial Assistant

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