Bara brith its Wales-based stores. Complaints were issued in the press, but the company insisted that the bread was removed because of lack of sales. A survey conducted by British supermarket chain Sainsbury's in 2006 showed that 36% of teenagers in Wales surveyed had never tried bara brith. When responses across the UK were viewed, some 85% of teenagers had never tried the traditional Welsh bread. Celebrity chef Phil Vickery cooked bara brith in Brynsiencyn, Anglesey, in 2011 for a segment on the ITV television series "This Morning". He used a traditional recipe which had been handed down to local chef Nerys
Celebrity chef by celebrity chefs have led to increased demands for certain food products. Both Jamie Oliver and Nigella Lawson caused a surge in sales of goose fat after including it in recipes, and Ken Hom's first television series caused a surge in sales of peking ducks. Endorsements by Delia Smith became so well known that the "Delia effect" was added to the British dictionary in 2001. For example, her "How to Cook" series caused a ten percent spike in egg sales alone, and sales of tinned minced beef and Fray Bentos tinned pies went up by around 12 percent following the