Jamie Oliver back on top of the celebrity chef Christmas book chart

What do you get if you cross Jamie Oliver with the UK’s biggest food trend of the decade? This Christmas’ No 1 celebrity chef recipe book!

Not only has Jamie nailed the No 1 Tesco celebrity chef top 10 book chart spot for a record 7th time in the last 20 years, he’s also recorded double the amount of sales to his nearest rivals.

His latest book, Veg: Easy & Delicious Meals taps into the vegetarian/plant-based food trend which has taken the high street by storm in 2019.

And it’s become so popular since going on sale in August that he has an unassailable lead at the top, selling four times as many books in the run up to Christmas as the Hairy Bikers and Dr Clare Bailey who are third and fourth in the chart.

Tesco book buyer Beth Farrar said:

“2019 has truly been the year that vegetable-based dishes went mainstream and Jamie has written a book that should appeal to not just vegetarians and vegans but all food lovers.

“The beauty of the book is that most of these delicious dishes work as stand-alone meals but can also be used by non- vegetarians to create delicious sides.

“The bulk of celebrity chef book sales for Christmas take place in November and Jamie is so far ahead that he can’t be caught.

“We’ve never had a vegetable-based recipe book in our top 10 before and this year we have three so it really underlines how strong this food trend has become.”

Demand for celebrity chef cookery books rockets over the festive period and sales at this time account for nearly a third of the annual food book market.

Jamie, who received the news of his latest win earlier this week said:

“I’ve been totally blown away by the public’s response to Veg, which is all about celebrating great veggies and packing more goodness into mealtimes.

“It’s been an absolute joy to see how much Tesco shoppers and home cooks all over the country have embraced making VEG the star of the show.”

This year’s chart is also notable for the entry of some relatively new chef authors, Kate Allinson with Kay Featherstone and Dr Clare Bailey who have become internet sensations in recent years.

The full top 10 Tesco Celebrity Book chart is as follows:

  1. Jamie Oliver – Veg: Easy & Delicious Meals
  2. Kate Allinson And Kay Featherstone – Pinch Of Nom
  3. Hairy Bikers – One Pot
  4. Dr Clare Bailey – The Fast 800 Recipe Book
  5. Rick Stein – Rick Stein’s Secret France
  6. Mary Berry – Mary Berry Cooks Up A Feast
  7. Gordon Ramsey – Gordon Ramsey Quick & Delicious
  8. Fearne Cotton – Happy Vegan
  9. Nigel Sleater – Greenfeast Autumn/Winter
  10. Nadiya Hussain – Time To Eat

This year Tesco has responded to the huge growing demand for vegan food by launching its first own-label range of plant-based food called Plant Kitchen.

The new range means that Tesco will now have one of the biggest selections of plant-based foods on the UK high street.


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