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
Jamie Oliver the contract catering giant Compass Group, which Oliver had soundly criticised in "Jamie's School Dinners". In 2006, Oliver dropped to second on the list behind fellow celebrity chef Gordon Ramsay. In July 2010, Oliver regained the top spot and was named as the most powerful and influential person in the UK hospitality industry once again. In 2013, Oliver was awarded an Honorary Fellowship by the Royal College of General Practitioners for his work in tackling childhood obesity by improving the nutritional value of school dinners. On 29 October 2015, Oliver was listed by UK-based company Richtopia at number 2 in