THE so-called "Delia Effect" has struck again after a food mixer sold out in Southampton the day after featuring on the celebrity chef's latest show, How to Cheat at Cooking.

According to department store John Lewis, sales of the £18.95 Kenwood food processor are up a huge 186 per cent with many stores, including Southampton, seeing their shelves cleared after Delia Smith, pictured right, gave it her blessing.

Peter Rowe, kitchenware manager for John Lewis in Southampton, said: "The day after Delia's programme aired showing the Kenwood Mini Chopper, we sold out of them here in Southampton.

"More stock is due in imminently though. Delia clearly has a great influence over her audience."

It's not the first time the TV chef has set tills ringing.

Previous recommendations for first cooking pans and then cranberries have sent viewers out in their thousands to snap them up the next day.

The "Delia effect" is also credited with triggering an egg obsession and boosting sales by an extra 54 million.

Such is the influence of the cookery writer and presenter her name has even been included as a noun in Collins English Dictionary.