In a week that saw both the return of the Ashes urn as well as the sunnier weather, divisional sales (excluding petrol) at Waitrose increased 2.2% to August 8 compared with the same week last year.

‘BBQ Champ’ boosts sales at Waitrose

In a week that saw both the return of the Ashes urn as well as the sunnier weather, divisional sales (excluding petrol) at Waitrose increased 2.2% to August 8 compared with the same week last year.

The supermarket chain reported demand for celebratory food and drink. Beer sales, for instance, soared; premium bottled ale sales were up 35% and speciality beer sales climbed 49%.

Traditional cricket favourites also experienced a surge. Sales of tea and coffee rose 40%, while demand for all-butter scones increased by 21%. Cakes were up 25% and bread (suitable for lunchtime sandwiches) was up 24%.

Picnic staples also saw a spike in sales. Sales of Scotch eggs jumped 32%, while pork pies and quiches had 13% and 12% rises respectively. Sales of snacks from the delicatessen counters lifted 39%.

The return of the warm weather also led to a growing demand for summer food and drink. The Pimm’s-o-meter, a reliable indicator of the temperature, showed a huge increase, as sales climbed 170%. Sales of ice cubes increased by 8%. Healthier ice cream alternatives, such as almond ice cream and frozen yogurts, also enjoyed a wave of popularity, with sales up 40%. As the barbecues were rolled out and sales of burgers and sausages increased, bread rolls jumped by 20%, while prepared salads increased 9%.

Finally, a rising demand for avocados, which recently featured in a recipe on ITV show ‘BBQ Champ’, saw sales up 30% compared to last year. Myleene Klass hosts this new five-part series, which kicked off on July 31 and follows eight of the UK’s best amateur barbecuers battling it out for the title of BBQ Champ 2015 and a cash prize of £25,000.To win, they have to impress the judges: ‘Man vs Food’ star Adam Richman and British chef and restaurateur Mark Blatchford.

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