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 4's "The Friday Night Project" and has made two appearances in the "Star in a Reasonably-Priced Car" segment of BBC Two's "Top Gear". In his first appearance he attempted to make a green salad in the back of his Volkswagen Microbus, which was fitted with a Porsche engine, while the Stig drove it around the Top Gear test track. Oliver is the second British celebrity chef (after Robert Irvine) to appear as a challenger on "Iron Chef America," taking on Iron Chef Mario Batali in 2008 in a losing battle with cobia as the theme ingredient. Oliver was one of