Do celebrities improve the food on our supermarket shelves? Yes! We can all be dinner-party sniffy and say that they are a bunch of second-raters (Heston is one of the few exceptions) that are only on that prominent eye-level shelf because of a high profile food programme or that they are the spouse of someone very famous. Don’t kid yourself!
Being a presenter or the chef on a must watch foodie programme or being married to a famous actor or musician certainly helps. Of course it helped get Loyd Grossman’s cooking sauces, Ainsley Harriott’s packet soups, Newman’s dressings and Linda McCartney’s vegetarian range thru the supermarket door and onto the supermarket shelves, but that fame has not kept them there! It’s shopper that buy these products again, again and again… that keeps their products on the shelves. Once is not enough in the food world! Supermarkets simply don’t clutter their storage and food shelves with slow movers – it’s just not good business.
The advantage that celebrity brands have over the big brands is that shopper expects flavours to be more adventurous. This gives the celebrity the opportunity to create a new style or range that adds to our shopping experience. Linda McCartney, Newman’s. Ainsley Harriott & Loyd Grossman have certainly done that! Want a tasty alternative to the big brands – put them in the trolley .
Linda McCartney Cheese, Leek & Red Onion Plaits
Loyd Grossman Bolognese Sauce
Lloyd Grossman is one of the leading brands on the supermarket’s shelves. Want a tasty Bolognese Sauce? This is as good as you’ll find on the supermarket shelf, if the price fits – put it in the trolley.