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Nigella gadget flies off shelves.

Byline: FIONA YOUNG

SALES of a pounds 389 food mixer have gone through the roof after Nigella Lawson used one on her TV show.

The range of retro Kitchen Aid gadgets, which includes Nigella's Artisan mixer, has seen a sales boost of 225 per cent.

It's the latest example of the "Nigella Effect" which has turned ingredients such as goose fat and semolina into big sellers in previous years.

But the phenomenon began in the 70s with Delia Smith, when she told her viewers about lemon zesters and caused a Europe-wide shortage of the gadgets.

And in her 90s series How to Cook, Delia turned a 10-inch pan into a must-have purchase when she described it as "a little gem" for omelettes.

The pan's struggling makers, who had only been selling 200 a year, shifted 90,000 of them in four months.

In the same series, egg sales rose by 54 million after Delia showed the nation how to boil and fry them properly.

And Jamie Oliver boosted sales of pork shoulder by plugging it last year.

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Publication:Sunday Mail (Glasgow, Scotland)
Date:Jan 2, 2011
Words:184
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