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| Eat me | Eat me |
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| By Tom Geoghegan BBC News Magazine Paul Newman was one of the first celebrities to use his name to sell food. So does a famous face make this sausage taste better? | By Tom Geoghegan BBC News Magazine Paul Newman was one of the first celebrities to use his name to sell food. So does a famous face make this sausage taste better? |
| It was Christmas 1980 in Westport, Connecticut, when Newman and his friend AE Hotchner decided to mix some home-made salad dressing. | |
| They put it in wine bottles and called door-to-door singing carols and handing it out to neighbours. The leftovers went to a local supermarket owner, who insisted Newman's face appear on the label. | They put it in wine bottles and called door-to-door singing carols and handing it out to neighbours. The leftovers went to a local supermarket owner, who insisted Newman's face appear on the label. |
| Newman would take his own salad dressing to expensive restaurants | Newman would take his own salad dressing to expensive restaurants |
| So the Newman's Own brand was born, and 28 years on it has raised an estimated £136m for more than 100 charities. Its success has sparked a glut of celebrity foods, mostly in the US, although Newman was fully aware he could be accused of misusing his status. | So the Newman's Own brand was born, and 28 years on it has raised an estimated £136m for more than 100 charities. Its success has sparked a glut of celebrity foods, mostly in the US, although Newman was fully aware he could be accused of misusing his status. |
| With this in mind, his company slogan was "Shameless Exploitation in Pursuit of the Common Good". | With this in mind, his company slogan was "Shameless Exploitation in Pursuit of the Common Good". |
| While his dressing was flying off shelves in the US, British actress Jane Asher was developing her own franchise. | While his dressing was flying off shelves in the US, British actress Jane Asher was developing her own franchise. |
| She taught herself cake decorating when she was young and later used to make fancy, "showbizzy" cakes for her three children. In 1980, when pregnant with her second, Alexander, a friend suggested writing a book about them. | She taught herself cake decorating when she was young and later used to make fancy, "showbizzy" cakes for her three children. In 1980, when pregnant with her second, Alexander, a friend suggested writing a book about them. |
| "It was unheard of for an actress to do this, not like today when they write at the drop of a hat," she says. "I thought it might be fun but I was turned down flat by six or seven publishers, saying 'actors don't write books'." One should never underestimate the public. They can tell when people have a genuine interest in something Jane Asher | "It was unheard of for an actress to do this, not like today when they write at the drop of a hat," she says. "I thought it might be fun but I was turned down flat by six or seven publishers, saying 'actors don't write books'." One should never underestimate the public. They can tell when people have a genuine interest in something Jane Asher |
| But she persevered, found a publisher and the book was a great success. Then she bought an empty shop in Chelsea and opened its doors in 1986, selling expensive, ornate cakes for special occasions. | But she persevered, found a publisher and the book was a great success. Then she bought an empty shop in Chelsea and opened its doors in 1986, selling expensive, ornate cakes for special occasions. |
| Times were hard at first but the business has prospered, although she says it still doesn't make much money. It's more of a passion. | Times were hard at first but the business has prospered, although she says it still doesn't make much money. It's more of a passion. |
| "There's no question the name helps but it can also count against you. It helps to have a name that publicises itself, like a cake at a wedding being from Jane Asher Party Cakes. | "There's no question the name helps but it can also count against you. It helps to have a name that publicises itself, like a cake at a wedding being from Jane Asher Party Cakes. |
| "And it helped hugely to get the publicity for the book, but if one of my cakes isn't good or right, it will be remembered. If the cake is from an anonymous cake shop it isn't. You have to follow up the branding with the quality." | "And it helped hugely to get the publicity for the book, but if one of my cakes isn't good or right, it will be remembered. If the cake is from an anonymous cake shop it isn't. You have to follow up the branding with the quality." |
| Big companies she has worked with have long analysed her brand, she says, which always feels rather odd. These "extraordinary sheets of brand information" are not her, but are drawn from "nice and wholesome" parts that she's played on television. | Big companies she has worked with have long analysed her brand, she says, which always feels rather odd. These "extraordinary sheets of brand information" are not her, but are drawn from "nice and wholesome" parts that she's played on television. |
| "I don't know who I am so how can anyone else know? But there are certain qualities that emerge - England, high quality - not that I'm saying I'm high quality." | "I don't know who I am so how can anyone else know? But there are certain qualities that emerge - England, high quality - not that I'm saying I'm high quality." |
| Campaigning edge | Campaigning edge |
| Other famous names - that she's too polite to mention - have failed in the food market because they haven't been fully dedicated."One should never underestimate the public. They can tell when people have a genuine interest in something or a genuine talent or whether they are just sticking their name to something. | Other famous names - that she's too polite to mention - have failed in the food market because they haven't been fully dedicated."One should never underestimate the public. They can tell when people have a genuine interest in something or a genuine talent or whether they are just sticking their name to something. |
| "There are many lines that have failed, whether chefs or whatever, because they can see it's a rubberstamping or don't take an interest or care about it." | "There are many lines that have failed, whether chefs or whatever, because they can see it's a rubberstamping or don't take an interest or care about it." |
| Others that have endured include those with a campaigning edge, like Terence Stamp's attempt to highlight the problem of food allergies, with a range of wheat and gluten-free breads. Or Linda McCartney's efforts to cut meat consumption with a range of vegetarian food and ready meals, continued by her family. CELEBRITY FOOD AND DRINK Frankie Dettori - Italian foodsTerence Stamp - Wheat-free bread and pastaBarry Norman - Pickled onions (above)Linda McCartney - Hearty vegetarianHarry Hill - Fairtrade peanutsIan Botham and Sir Cliff Richard- wineGuy Ritchie is rumoured to be developing malt whisky | Others that have endured include those with a campaigning edge, like Terence Stamp's attempt to highlight the problem of food allergies, with a range of wheat and gluten-free breads. Or Linda McCartney's efforts to cut meat consumption with a range of vegetarian food and ready meals, continued by her family. CELEBRITY FOOD AND DRINK Frankie Dettori - Italian foodsTerence Stamp - Wheat-free bread and pastaBarry Norman - Pickled onions (above)Linda McCartney - Hearty vegetarianHarry Hill - Fairtrade peanutsIan Botham and Sir Cliff Richard- wineGuy Ritchie is rumoured to be developing malt whisky |
| In 1995, television presenter Loyd Grossman launched his food range, which now includes sauces, bread, pasta and soup. It was sparked by his own enthusiasm as an amateur cook making pasta sauce at home. | In 1995, television presenter Loyd Grossman launched his food range, which now includes sauces, bread, pasta and soup. It was sparked by his own enthusiasm as an amateur cook making pasta sauce at home. |
| And it wasn't such a radical departure, he says. When jars of his sauces first hit the shops, he had been presenting Through The Keyhole for more than a decade but had also established himself as a foodie by writing a restaurant column in Harpers and Queen and presenting one series of the BBC's Masterchef. | And it wasn't such a radical departure, he says. When jars of his sauces first hit the shops, he had been presenting Through The Keyhole for more than a decade but had also established himself as a foodie by writing a restaurant column in Harpers and Queen and presenting one series of the BBC's Masterchef. |
| He says he had always resisted offers to endorse products because he wanted full control over what his brand was associated with, so the selection of foods and ingredients was up to him. | He says he had always resisted offers to endorse products because he wanted full control over what his brand was associated with, so the selection of foods and ingredients was up to him. |
| "I have an old-fashioned point of view about this - if I see a name on a label then I want to think that what they stand for is being transmitted to me through the brand. The integrity of the brand is incredibly important." | "I have an old-fashioned point of view about this - if I see a name on a label then I want to think that what they stand for is being transmitted to me through the brand. The integrity of the brand is incredibly important." |
| Food journalist Joanna Blythman isn't always convinced. She says celebrity-made and celebrity-endorsed food is usually pretty "low performance" and shoppers have little to gain. | Food journalist Joanna Blythman isn't always convinced. She says celebrity-made and celebrity-endorsed food is usually pretty "low performance" and shoppers have little to gain. |
| Personality gap | Personality gap |
| "There are some exceptions, like Loyd Grossman, but many come and go and disappear and don't do very well. They're quite gimmicky. There's a rush of publicity and people try them but come to the conclusion it's a pretty ordinary product, and being endorsed by X or Y is not enough." | "There are some exceptions, like Loyd Grossman, but many come and go and disappear and don't do very well. They're quite gimmicky. There's a rush of publicity and people try them but come to the conclusion it's a pretty ordinary product, and being endorsed by X or Y is not enough." |
| Purchasing more glamorous celebrity products like perfume and jewellery enables the consumer to believe they're buying into the person's brand, she says, but food has a much wider disconnect. | Purchasing more glamorous celebrity products like perfume and jewellery enables the consumer to believe they're buying into the person's brand, she says, but food has a much wider disconnect. |
| But branding expert Jonathan Gabay thinks that's an unfair assessment. "Look at Paul Newman, Jane Asher and George Foreman [grills]. They are good products. | But branding expert Jonathan Gabay thinks that's an unfair assessment. "Look at Paul Newman, Jane Asher and George Foreman [grills]. They are good products. |
| Boxer Foreman sells grills | Boxer Foreman sells grills |
| "It might be true that a lot of B brands [B-list celebrities] are just looking to make money, but I think this is one instance where you don't want to follow the B celebrity. When it comes to eating something, you want a Michelin-starred celebrity." | "It might be true that a lot of B brands [B-list celebrities] are just looking to make money, but I think this is one instance where you don't want to follow the B celebrity. When it comes to eating something, you want a Michelin-starred celebrity." |
| But the food must be appropriate to the person. Comedian Harry Hill recently launched his own brand of Fairtrade salted peanuts. He's suited to such a product because they're quick, easy, and fun like his programmes, says Mr Gabay. Guy Ritchie would be better with London Gin than malt whisky, and buying Loyd Grossman makes you feel like you're becoming the Masterchef, he adds. | But the food must be appropriate to the person. Comedian Harry Hill recently launched his own brand of Fairtrade salted peanuts. He's suited to such a product because they're quick, easy, and fun like his programmes, says Mr Gabay. Guy Ritchie would be better with London Gin than malt whisky, and buying Loyd Grossman makes you feel like you're becoming the Masterchef, he adds. |
| "Jane Asher is like mum's cakes. She's mum and a taste of Old England, where everything is nice, shiny and sunny in the kitchen, that's why it works." | "Jane Asher is like mum's cakes. She's mum and a taste of Old England, where everything is nice, shiny and sunny in the kitchen, that's why it works." |
| Consumers also view celebrities like friends, so a familiar face on a label bridges the personality gap that exists in supermarket shopping, harking back to a time when people popped into the local butcher's or baker's. | Consumers also view celebrities like friends, so a familiar face on a label bridges the personality gap that exists in supermarket shopping, harking back to a time when people popped into the local butcher's or baker's. |
| But the bottom line is taste. The proof of the pudding, so they say, is in the eating. | But the bottom line is taste. The proof of the pudding, so they say, is in the eating. |
| Add your comments on this story, using the form below. | Add your comments on this story, using the form below. |
| Anyone who buys a product purely because it's got a famous face on the cover is gullible, and is probably wasting his/her money. It's the same as with any product, if it has good reviews, isn't too overpriced and you try it out before committing to it, it could be a good product, otherwise, avoid like the plague.Heather, Willenhall | Anyone who buys a product purely because it's got a famous face on the cover is gullible, and is probably wasting his/her money. It's the same as with any product, if it has good reviews, isn't too overpriced and you try it out before committing to it, it could be a good product, otherwise, avoid like the plague.Heather, Willenhall |
| I think this article misses the point about Paul Newman. He was making money for charity. Other so called celebrities are try to make a quick buck for themselves.Mohan, Milton Keynes | I think this article misses the point about Paul Newman. He was making money for charity. Other so called celebrities are try to make a quick buck for themselves.Mohan, Milton Keynes |
| Former Van Halen members Sammy Hagar and Michael Anthony have also seen success in the food line - Hagar for his "Cabo Wabo" Tequila and Mike with his range of "Mad Anthony" Hot Sauces.Wile-E, Blyth, Northumberland | Former Van Halen members Sammy Hagar and Michael Anthony have also seen success in the food line - Hagar for his "Cabo Wabo" Tequila and Mike with his range of "Mad Anthony" Hot Sauces.Wile-E, Blyth, Northumberland |
| I like the Newmans own products, and started buying them because of their commitment to charity with the profits. The fact that they are also really good products that I quiet enjoy has kept me buying them. Paul, Bangor | I like the Newmans own products, and started buying them because of their commitment to charity with the profits. The fact that they are also really good products that I quiet enjoy has kept me buying them. Paul, Bangor |
| I must confess, I only knew Jane Asher as "the cake lady" growing up, and had absolutely no idea she was an actress until fairly recently. I thought Barry Norman's Pickled Onions were a joke until reading this article. Oops!Laura, Farnborough | I must confess, I only knew Jane Asher as "the cake lady" growing up, and had absolutely no idea she was an actress until fairly recently. I thought Barry Norman's Pickled Onions were a joke until reading this article. Oops!Laura, Farnborough |
| When I was a little kid I was a picky eater so my mum had to resort to desperate measures sometimes. On one occasion she told me I should eat my sausage because it was 'a John Wayne sausage', just like the ones he ate in the westerns. The thing was, I wasn't even a fan of John Wayne but because my mum said it was 'a John Wayne sausage' I ate it. Thereafter whenever we had sausages I would check, 'Mum, is it John Wayne sausages?' and, not surprisingly, she always said yes. I've been a vegetarian since The Smiths brought out Meat is Murder, but as Morrissey has not yet brought out his own range of sausages I had to turn to Linda MacCartney. I always remember John Wayne sausages as being extra special though.Rachel Leigh Carter, London | When I was a little kid I was a picky eater so my mum had to resort to desperate measures sometimes. On one occasion she told me I should eat my sausage because it was 'a John Wayne sausage', just like the ones he ate in the westerns. The thing was, I wasn't even a fan of John Wayne but because my mum said it was 'a John Wayne sausage' I ate it. Thereafter whenever we had sausages I would check, 'Mum, is it John Wayne sausages?' and, not surprisingly, she always said yes. I've been a vegetarian since The Smiths brought out Meat is Murder, but as Morrissey has not yet brought out his own range of sausages I had to turn to Linda MacCartney. I always remember John Wayne sausages as being extra special though.Rachel Leigh Carter, London |
| I applaud Paul Newman who used his celebrity status to raise money for a good cause. Most of the other "celebrities" who market their own brand products are just cashing in, unaware that their own shelf life is as short as the products they promote. I had a "George Foreman" grill for a short while (until I could get rid of it at a car boot). It would certainly help you lose weight if you used it over a long period as it dries everything out to the taste and consistency of cardboard. Alan Lewis, Leamington Spa | |
| Being famous for acting, singing, sports, or anything else is one thing; developing a product and putting your name on it is a completely different story. The product then does not neccessarily sell to satisfy customers needs, it only sells because you are famous for something else. Those, who really adore a famous person will buy his product, because they think that their 'star' also uses it, so it must be good. However, it must not be good. Hence, it is a poor marketing strategy unless accompanied with a great and succesfull advertising campaign. And even then, the product will only gain market share if it's of a great quality and desired by the market needs. Like Jane Asher says, "You have to follow up the branding with the quality."Eva Farkova, Newcastle | |
| How can you forget Cliff Richard and his wine?! I'd have to say that nearly all celebrity endorsed products are never worth their price.Ben Thomas, Wilts, UK |