News

« Headlines

Excitement builds over Delia's new book

11.02.08

Food producers are preparing for a surge in demand for ingredients and utensils mentioned in Delia Smith's new book, Delia's How to Cheat at Cooking, according to the Observer, as pre-order sales for the title reach record heights.

Smith's first book for five years, already a bestseller even before it is published, will recommend products, including specific brands, for making fast and easy meals. Demand for these foods and kitchen utensils is expected to soar overnight, says the newspaper, "such is Smith's record of making or breaking reputations and shaping the nation's shopping habits".

How to Cheat at Cooking marks Smith's comeback after stepping out of the limelight in 2005. The book is a return to her first, which in 1971 had the same title and was aimed at people who didn't have time to cook, but has been updated for the stressed modern consumer struggling to feed their family.

Due to be published by Ebury on Friday, it is already number six in the Amazon.co.uk's cookbook chart, based on pre-orders.

Waterstone's told the Observer that pre-orders were outstripping those received for Oliver's most recent book, Jamie at Home, and were the greatest in any category since Harry Potter and the Deathly Hallows. Glen Holmes, the book chain's cookery buyer, said: "Waterstone's expects Delia to take back her crown with gusto, with huge sales for the book on release then a return to the top of the charts at Christmas - it will sell more than half a million copies this year."

The book's media campaign includes TV, radio, magazines, newspapers and the internet, and Smith has been working with several supermarkets. Interviews with the cook will appear in Asda Magazine, Sainsbury's Magazine and Waitrose Food Illustrated. There will also be interviews in Observer Food Monthly, GQ and Radio Times among others, and on radio and TV.

Observer

Delia smith How to Cheat at Cooking

See Also