Woolworths Limited
(ASX:WOW) believes its backing of prime-time television program Recipe to Riches is driving stronger sales across its frozen food category.
The supermarket giant says the cooking show could potentially also bolster its Select private label line.
In frozen food, some of the show’s inspired products are selling five times more than the best-selling product in that category.
Lizzy Ryley, general manager for customer loyalty at Woolworths and a judge on the TV show, told media that data collected since the program began revealed it had successfully tempted back shoppers who had been missing from its supermarkets for weeks.
Woolworths reported a net profit of $2.26 billion in fiscal 2013.
