Even the star shaped cutters that Delia has used to create the

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Even the star shaped cutters that Delia has used to create the Powered By Docstoc
					WAITROSE STIRS UP STRONG SALES AS CUSTOMERS PREPARE
FOR CHRISTMAS




Waitrose has announced sales of over £98m for the week ending Saturday
20th November (including petrol) . This is 8% up on the same week last
year.

The figures are particularly impressive when considering the
supermarket’s strong performance this time last year. Compared with the
same week two years ago sales grew by 24%.

Today (Sunday 21st November) is ‘Stir up Sunday’ when tradition dictates
that Christmas cakes should be baked. So it’s no surprise that Delia’s
Classic Christmas Cake Prepared ingredients pack, containing ready-
measured portions of dried fruit, already soaked in brandy, and baking
ingredients, is the hit of this week’s sales with one pack selling every
seven seconds.

Commenting on the week’s sales performance, Mark Price, Waitrose
Managing Director, said: “Our strong sales figures show that Christmas
preparations are well underway as customers stock up with festive fare for
their freezers and store cupboards. Delia’s cake ingredients pack is the
fastest-selling Christmas product Waitrose has ever had at this stage in
the run-up to the holiday season.”

Based on Delia’s 40 year old recipe, this innovative product, which Delia
has adapted especially for Waitrose, has been selling in tens of thousands.
Customer demand has been so strong that branches have been pulling out
all the stops to keep shelves fully stocked with what is proving to be a
must-have.

Speaking about the success of the cake, Delia commented: “For people
who've never made a Christmas cake, or are too busy, having everything
prepared and weighed makes it incredibly easy. In terms of encouraging
people to cook and experience the joy of home baking this is an absolute
first".

This week also saw a brisk trade in cake-making accessories for Delia’s
recipe with deep round cake tins, baking parchment and cake tin liners
proving big sellers. Waitrose has also sold 50 times more marzipan than
during the same week last year and 40 times more ready rolled icing -
enough to cover an Olympic-sized ice rink.

Even the star shaped cutters that Delia has used to create the stylish icing design for
her cake are selling in thousands, along with thousands of tubs of silver balls.

				
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