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01.07.03

Grossman Tops TV Celebrity Brand List


Former Masterchef presenter Loyd Grossman is named as television's top moneyspinner this week by Radio Times, with an estimated brand value of £50m, based on sales of his products such as pasta sauces and salad dressings.


Celebrity TV chefs dominate the Radio Times list, which was compiled by doubling annual sales turnover. Antony Worrall Thompson is in second place with a brand value of £48m. Twenty companies have a licence to make his products from Breville's small electrical goods to Hugli's powdered bouillon and Radio Times predicts that Worrall Thompson could one day be a brand to rival Heinz.


Jane Asher's association with Victoria Foods and Debenhams puts her at number three on the list with an estimated brand value of £41m. "It is strange being a brand," says Asher. "I recently became a trademark, which is even weirder."


Surprisingly, Delia Smith finds herself in tenth place with £0m, as she made her fortune without ever having to license her name to manufacturers. The Radio Times chart excludes income from book, video or DVD sales.


Laurence Llwelyn-Bowen (5th), Linda Barker (7th) and Alan Titchmarsh (8th) are the only non-chefs to make the top ten with estimated brand values of £20m, £6m and £4m to their names respectively.


For the complete top ten and details of how the chart was compiled, please see the 5-11 July issue of Radio Times, on sale Tuesday, July 1.




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