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MEDIA: BEHIND THE HYPE - Olive and Delicious bring a new flavour to market.
A brace of glossy food titles are tempting advertisers to buy space, Ian Darby writes.
After a gluttonous Christmas spent gorging on pork, stuffing, turkey, beef and cheese, it's refreshing to see the cover of February's Delicious magazine.
A soothing green colour scheme is adorned with a bowl of ever-so-healthy spaghetti with watercress pesto. The cover houses the title's 'low-fat special'.
Enticing stuff for a nation that has become belatedly fascinated with cooking and with the onscreen antics of Essex fool Jamie Oliver and tough Glaswegian Gordon Ramsay.
Delicious was launched on 5 November by Seven Publishing, a company created by Michael Potter, the chairman of Redwood. Seven had won the rights to publish a UK edition of the title from FPC Magazines, which created the title in Australia. BBC Magazines also pitched for the job, lost and then decided to launch its own food title, called Olive, on 19 November.
The offerings are similar, both pitching for the new wave of home cooks (aged between 25 and 45). Badged the 'white-plate generation' for their propensity to invite Piers and Chloe around for a dinner party, these are readers that are, to quote Olive's sell, 'time starved yet hungry for simple, delicious and stylish food'.
Delicious has a cover price of pounds 2.50 and Olive sells for pounds 2.80. Both have attracted respectable amounts of advertising and promotions from the likes of Waitrose, Sainsbury's and Weetabix.
- OLIVES: JUST DELICIOUS IN A VARIETY OF DISHES.(Lifestyle)
- Newspaper article from: Seattle Post-Intelligencer (Seattle, WA) July 28, 1999 700+ words
...Some tasty recipes using olives: Pot-Roasted Leg of Lamb With Black Olives 4 tablespoons olive oil 1 leg of lamb (6...tuna fillet 1/4 cup olive oil 1/4 cup capers...cup brine-cured black olives such as Kalamata, pitted...
- From the Lands of Figs & Olives: over 300 delicious & unusual recipes from the...
- Magazine article from: The Middle East Rhodes, Fred January 1, 2005 700+ words
FROM THE LANDS 0F FIGS & 0LIVES Over 300 delicious & unusual recipes from the Middle East and North Africa By Habeeb Salloum and James Peters Published by Interlink Books ISBN...
- Olive Garden's dish simply delicious.(Food)
- Newspaper article from: The Boston Herald October 22, 2000 700+ words
The Olive Garden chain only shares some of its recipes...was inspired by Romana Neri, head chef at Olive Garden Riserva di Fizzano restaurant in Tuscany and the Culinary Institute of Tuscany. OLIVE GARDEN'S PENNE ROMANA For the Romana sauce...
- My favorite fruit? The olive! I love plums, and I love blueberries. But as...
- Magazine article from: Highlights for Children Vlahakis, Andrea March 1, 2005 700+ words
...t burn. To make an olive-oil candle, she...As you can see, the olive is a very determined...and blueberries may be delicious, but give me olives any day. Olives have...is said that a burning olive branch was the first...
- Look what we found! Delicious fun with olive oil, mini bottles of fragrance, a...
- Magazine article from: O, The Oprah Magazine March 1, 2004 700+ words
OLIVE IT UP! Olive oil's supermoisturizing properties are lusciously good for your skin...greens: Olivia Liquid Soap ($31) pours from a spout, just like real olive oil. 2. Smooth out your rough edges with finely grained and delicately...
- Add olive oil to your diet and reap cardioprotective benefits: phenols found in...
- Magazine article from: Food & Fitness Advisor November 1, 2007 700+ words
...consider eating more olive oil. "Olive oil contains about 73 percent monounsaturated...colon and breast." Not only is olive oil delicious, it's a healthy alternative to...oils, such as corn oil. In fact, olive oil is considered one of the healthiest...
- Look beyond common olives for flavorful recipes.(Food)
- Newspaper article from: Daily Herald (Arlington Heights, IL) July 10, 2002 700+ words
...quantities, imported olives and extra-virgin olive oil with their large...with Black and Green Olives" got me thinking that...marinated vegetables and olives be delicious, but also packed into...Rogers' recipe for olive oil mayonnaise includes...
- Olive's garden is a tasty treat.
- Newspaper article from: Birmingham Evening Mail (England) March 7, 1998 700+ words
...for a visit this week on one of Olive's non-baking days and you can...Stonor Road in the front garden Olive has a delicious orientalis hybrid of her own with...hellebores but must tell you that Olive Walters has 27 different clematis...
