Competitors will be simmering  as customers take advantage of the incredibly low price that ASDA is offering on Delia Smith’s tasty new cookbook, which goes on sale this Friday (15th February 2008). 

Customers will be able to pick up a copy of her hotly anticipated ‘How to Cheat at Cooking’ for just £8.  This is a staggering 60% off the recommended retail price, and cheaper than any other supermarket.  Booksellers such as such as Waterstones and WHSmith are offering the book at £9.99 and £10 respectively.* 

Thousands of copies of the book will be hitting shelves, with Delia’s latest culinary bible on sale at every one of ASDA’s 342 stores. 

ASDA coined the term ‘The Delia effect’ back in 2002, and they’re predicting the same again with Delia’s book looking set to dwarf the sales of last year’s best selling cook book by Jamie Oliver. 

It has also quadrupled stocks of ingredients featured in her new book, in anticipation of demand from Delia’s loyal followers. 

This move follows on from ASDA’s widely publicised move last year to offer the final instalment of the Harry Potter series at an industry low of just £5, and once again underlines the supermarket's determination to deliver unbeatable value to its 16 million customers. 

Peter Pritchard, ASDA’s general merchandise trading director, said: “This has to be one of the ‘Delia’s of the century’ and serves as just another example of how we are constantly working to bring high quality goods to our customers at the lowest possible prices."

It also once again begs the question of why many booksellers insist on selling the book at less than sizzling prices.  When you can pay £8 for Delia’s new book, why pay more elsewhere?”