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For the love of pies

Brits stock up on cold comforts and buckle down for a freezing bank holiday weekend.

Ahead of what is set to be one of the coldest Easters since records began, Brits have been stocking up on winter warmers and comfort foods as they prepare for the long weekend ahead with further freezing conditions across the country.  In the past week alone, Morrisons has seen a staggering 246 per cent increase in sales for pies*, with Chunky Steak noted as the most popular filling from the Pie Shop. 

Sales increases have also been spotted across a number of vegetables suited to winter favourites such as stews, broths and soups, including swedes (18 per cent) and parsnips (10 per cent). Casserole vegetable packs have also been flying off the shelves, with a 40 per cent increase in the last week. Scratch cooking aids, such as herbs and spices, have also risen by 50 per cent as Brits turn to comfort dishes for cosy nights in.

Morrisons has also noted a small spike in the sales of carrots (13 per cent), but is unable to confirm whether or not these are driven by demand for snowmen’s noses.

A spokesperson from Morrisons comments, “The demand for traditional winter meals and ingredients, such as pie and mash and one pot stews, is unseasonably high for this time of year. In the run up to Easter, we wouldn’t expect this level of demand for casserole and stew ingredients as we move into spring.

“The sales suggest that many Brits are planning to stay wrapped up indoors over the Easter break, with families preparing to sit down to traditional Easter meals full of hearty winter vegetables, while trying to avoid the prolonged wintery weather.”

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