Oliver ran a campaign in the UK in his television show Jamie's School Dinners to introduce supposedly better eating habits in school dinners for schoolchildren. The campaign caused a change in food-standard requirements across the UK, and the show was exported to the United States for the same purpose. Endorsements Endorsements by celebrity chefs have led to increased demands for certain food products. Both Jamie Oliver and Nigella Lawson caused a surge in sales of goose fat after including it in recipes, and Ken Hom's first television series caused a surge in sales of Peking ducks. Endorsements by Delia Smith became so well known that the "Delia effect" was added to the British dictionary in 2001. For example, her How to Cook series caused a 10% spike in egg sales alone, and sales of tinned minced beef and Fray Bentos tinned pies went up by around 12% following the publication of How to Cheat at Cooking. Product range tie-ins on housewares have also becoming a staple part of a celebrity chef's income. More than 4.7 million of Ken Hom-endorsed wok range have been sold in Europe. The writing of cookbooks has also been a regular product of the celebrity chefs, from both those who have gained Michelin stars, and homestyle cooks who have had books produced as a tie-in for television shows. Certain endorsements by celebrity chefs have led to high levels of criticism from the food industry and the public. In 2011, Australian chef Darren Simpson created a range of burgers for fast-food restaurant Kentucky Fried Chicken, leading to comments being posted on Twitter such as "Darren Simpson you complete and utter sell-out. KFC? Seriously?". Australian television chef Colin Fassnidge said that the move by Simpson resulted in him becoming a laughing stock, and that while celebrity chefs can make a fortune from such deals, they also risk their credibility. In the UK, Marco Pierre White drew criticism after teaming up with Bernard Matthews Farms in March 2010 to create a range of ready meals that were dropped after a year of production. Healthiness of recipes A 2012 paper published in the BMJ found that recipes in top-selling books by television chefs (Nigella Lawson, Hugh Fearnley-Whittingstall, Jamie Oliver, and Lorraine Pascale) were less healthy than supermarket ready meals. Neither ready meals nor the chefs' recipes met national or international recommendations for a balanced diet. References External links Americans' Insatiable