Wheatley cookbook exclusive to Sainsbury's

Wheatley cookbook exclusive to Sainsbury's

The debut cookbook by Jo Wheatley, the winner of 2011's "The Great British Bake-Off" TV baking competition, is to be sold exclusively through Sainsbury’s on publication. 

A Passion For Baking will be sold only through 450 Sainsbury’s stores and its online site from its launch on 25th May, for a "finite" period still to be finalised, publisher Constable & Robinson has said.

In November, C&R beat off competition from eight other publishers to win the book in a six-figure deal. 

Wheatley was crowned winner of the 2011 BBC2's "The Great British Bake-Off", which saw 12 enthusiastic bakers compete against each other to be judged Britain’s best amateur baker. Phil Carroll, head of books at Sainsbury’s, said exclusivity with the book was a “fantastic opportunity” for the supermarket after the television show “resonated” with customers. He said: “We’re thrilled to be working with Jo to create her first baking book. Readers of A Passion for Baking can expect detailed, informative baking recipes with Jo’s trademark enthusiasm.”

Last June, Sainsbury’s announced an exclusive deal to sell three Avon books through its stores: Trisha Ashley's novel Sowing Secrets, Beverly Barton's Amnesia and The Perfect Christmas by Georgie Carter.