The decision by supermarket chain Waitrose to replace TV chef Delia Smith’s column in its magazine with one from socialite Pippa Middleton has been blasted by online commenters.

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It was announced in January that Waitrose and Delia, who is joint-majority shareholder of Norwich City Football Club alongside her husband Michael Wynn-Jones, were parting ways.

Delia had been the face of Waitrose for the last three years but a new contract could not be agreed.

Miss Middleton, the sister of the Duchess of Cambridge, Kate Middleton, has been announced as the new face of the supermarket’s brand and will start her column in April’s edition of Waitrose Kitchen.

But the Waitrose accounts on social media network Twitter and Facebook have blasted the decision.

On Twitter, @ltmorgan54 said: “So Waitrose drops Delia Smith for Pippa Middleton, the lady who’s probably never boiled herself an egg.”

While @Clitherowkid tweeted: “I want a real cook to inspire me, not a relative of the royals who just happens to be famous for wearing a dress.”

It was a similar story on Facebook, where the decision to replace Delia, 71, whose cookery books have sold 21 million copies, was also criticised.

David Lee wrote: “Why oh why would you drop Delia Smith, we have used her recipes for years. Pippa is hardly a famous cook, perhaps a few cupcakes, does that qualify her for the job?”

The operators of the Waitrose accounts have pointed out that Middleton is not a direct replacement for Delia, but an additional columnist for the magazine.

However a Waitrose spokesman said: “We are not making any comment about what is on Facebook and Twitter because we are absolutely delighted that Pippa Middleton is joining us as a columnist.”

In Norfolk Waitrose has stores in Eaton, Wymondham, North Walsham and Swaffham.

11 comments

  • Delia Smith is no doubt asking for too much money !

    Report this comment

    Albert Cooper

    Sunday, March 3, 2013

  • Do you think, if I had 'bum' surgery, I could work for Waitrose? Have had 20+ yrs kitchen experience, which because I'm unknown isn't worth a light!!

    Report this comment

    biglingers

    Monday, March 4, 2013

  • Pippa has a nice smile , no talent ... like her sister , and look how well she`s done .

    Report this comment

    dragonfly

    Saturday, March 2, 2013

  • I am dissapointed that Delia is no longer the face of Waitrose. Yes, I would prefer maybe someone else who was known for their culinary skills to replace her. But describing Pippa Middleton as a spolit little rich brat? Is that really necessary? Mr Isaliar- you obviously have not been in Waitrose lately- there is not a 50 to 100 % mark up on products. But you are guaranteed to get you what you buy- Beef not horse meat. Yes you pay a little more for the fresh meat and fish but at least it is a 'safe' food chain. From someone whom shops in both Waitrose and Aldi and is not looking for a statement. Although I would say that the Middleton family have worked hard for their fortune, so if working hard is the aspiration of Waitrose clientele then I would suggest that is a worthy aspiration!

    Report this comment

    dot

    Saturday, March 2, 2013

  • Pippa has a nice smile , no talent ... like her sister , and look how well she`s done .

    Report this comment

    dragonfly

    Saturday, March 2, 2013

  • If a deal could not be reached then waitrose are possible not all to blame and besides Delia became famous only because her husband who worked for the bbc put her on the tv. Her meals are nothing my mum didnt already cook at home for me when I was a kid. I dont know if they have chosen right for the new "FACE" but there is no need for publix hostility towards Pippa either. She is only royal family by her sisters marriage ... she is a person all by her own rights too and should be seen that way not as a royals sister. I know I wouldnt want to be tagged as just someones sister.

    Report this comment

    Samantha Moore

    Saturday, March 2, 2013

  • Waitrose and John Lewis are usually pretty "savvy" with their advertising and PR, but this move is not very well thought-out. Personally, I like Waitrose, but, being of an age where I have followed Delia Smith since she first started her cookery and writing career, I don't think much of this spoilt, silly girl who, judging from her excruciating "Celebrate" book, cannot write and shows no evidence of culinary ability whatsoever.

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    T Doff

    Saturday, March 2, 2013

  • Despite some of the comments, Waitrose specials are great as is their loyalty card. However, I would prefer a mature woman's presence rather than a silly socialite. Delia has worked hard to build her name and is self-made. She is to be admired and respected. Miss Pippa is neither admired nor respected and her accomplishments are NIL.

    Report this comment

    sbusa

    Sunday, March 3, 2013

  • Pippa Middleton has a face ????????????, I'd never got round to looking at that part of her................

    Report this comment

    "Bin here all me life"

    Saturday, March 2, 2013

  • What an utterly UTTERLY ridiculous idea for Waitrose to use Pippa Middleton. Maybe they thought it was a good marketing ploy, but I doubt very much if customers will think the same - especially judging by the online criticisms here and elsewhere. Who's to say she can even cook egg on toast; at least Delia IS a cook and a damned good one too. The proof of the pudding......!!

    Report this comment

    Boadicea 1959

    Saturday, March 2, 2013

  • Doubt she even knows where her kitchen is!! She looks the spit of Old Mother Riley with all that jet black hair, those hard black eyes and the heavy eyebrows. Bad move Waitrose.

    Report this comment

    samphirelover

    Saturday, March 2, 2013

The views expressed in the above comments do not necessarily reflect the views of this site

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