Delia Smith for Sainsbury's. In May 1993 she and her husband launched New Crane Publishing to publish Sainsbury's Magazine: the company also published several of Smith's books for BBC Worldwide. Although Smith and Wynn-Jones sold New Crane Publishing in 2005, Smith continues to be a consultant for Seven Publishing which now publishes the magazine. Smith has developed other business interests outside of her culinary ventures, notably a majority shareholding in the Championship football team Norwich City, with her husband. Both Smith and Wynn-Jones were season ticket holders at Norwich and were invited to invest in the club, which had fallen on hard
Delia Smith and her use of ingredients such as frozen mash and tinned minced beef and onions, or utensils such as an omelette pan, could cause sell-outs overnight. This phenomenon, dubbed the "Delia Effect", was most recently seen in 2008, after her book "How to Cheat at Cooking" was published. Her fame has meant that her first name has become sufficient to identify her to the public and the "Delia Effect" has become a commonly used phrase to describe a run on a previously poor-selling product as a result of a high-profile recommendation. From 1993 to 1998 Smith worked as a consultant