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
Phil Vickery (chef) by Headline in 1999. He appeared in BBC's "Ready Steady Cook" over 200 times between 1996 and 2010 until the show's retirement. He currently appears on the television programme "This Morning" as a part of "This Morning Cook In!". In September 2008, Vickery began advertising food products and promoting special offers for supermarket chain Aldi, after signing a two-year deal with the chain. He is also the current spokesperson for Unilever's Stork brand margarine. He was appointed Food Ambassador in March 2010 by Coeliac UK. He became interested in the subject of gluten-free food when a Christmas pudding company he