The Nigella effect strikes again

Halloumi is now one of its best-selling cheeses at supermarket chain Waitrose, thanks to a recipe which aired on recently on BBC series ‘Simply Nigella’ presented by Nigella Lawson.

The TV cook shared her favourite recipe for the Cypriot cheese: fried until golden brown with a sweet chilli sauce and finished with a topping of rocket salad. As a result, sales of halloumi at Waitrose in the week the episode was shown soared 24%  compared with the previous week.

Waitrose cheese buyer Chris Dawson commented: “The trend for halloumi has been growing for a while and celebrity chefs such as Nigella Lawson and Jamie Oliver are continuing to support it. It’s such a versatile cheese and the salty flavour makes it the perfect accompaniment to winter salads and as a protein-rich meat alternative.”

 Recipes by Nigella have boosted sales of ingredients at Waitrose in the past, including avocado for avocado on toast (up 30%) and prunes, which were used in a Christmas cake.

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