01.09.11
Chorizo Champion
Waitrose has reported a huge rise in popularity of Chorizo, the spicy Spanish
sausage, as Brits turn to Spain for their culinary inspiration.
The best performing chorizo line is Waitrose Chorizo de Bellota (£3.19)
with sales up 85 per cent year-to-date. This is the most luxurious line
of chorizo available at Waitrose, indicating consumers looking for gourmet
cuisine are turning Spanish.
The supermarket reports that this Spanish cured Iberian sausage is having
a fantastic 2011 as shoppers try to recreate dishes they enjoyed while on
holiday in Spain this year. The popularity of TV cookery programs focusing
on Spanish food, such as BBC2’s Rick Stein Spain have also helped
to turn Spanish food into a culinary trend.
Sales across the entire Spanish cured meat category are also up 16 per cent
this year.
Waitrose Diced Bellota Chorizo from the Cooks' Ingredients range has flown
off the shelves since it launched earlier this year, showing that shoppers
are now cooking with chorizo as well as grazing on it. Serrano Ham is also
proving popular since it’s recent introduction to cater for high demands
from customers for authentic Spanish produce.
Waitrose Delicatessen Buyer Adam Kennedy says: “Spanish food has seen
a resurgence in recent months which has been reflected through sales of
chorizo. Customers are looking to recreate the authentic taste of Spain
when they return from their holidays abroad or are looking to recreate dishes
tried in previous years as they spend their Summer at home.”
And it's not just Spanish food that is experiencing the 'olé' effect,
Waitrose is reporting that Spanish wine sales are also up 25 per cent.
There will be a celebration of Spanish food with a ‘Flavours of Spain’
festival at the John Lewis Food Hall on Oxford Street from Monday 5th September
for the rest of the month, where customers will be able to buy from a range
of 84 truly authentic Spanish ingredients. The Spanish ambassador will be
at the food hall on the 6th of September to kick-start the festivities.
Last month Waitrose ambassador Delia Smith offered a recipe card that was
Hispanic inspired. Delia’s Gambas de queso with Majorcan tomato bread
recipe is available HERE
*The Waitrose total grocery market share is 4.2 per cent.