IMAGINE SPENDING A SUNDAY AFTERNOON concocting a recipe for strawberries stuffed with cheesecake as a treat for your slimming club, then posting it online and waking up Monday morning to find it has gone viral overnight
This is exactly how the publishing phenomenon of 2019, Pinch of Nom, was born. Sales of the cookbook have been record-breaking: 500,000 in its first five weeks (Jamie Oliver’s 30-minute Meals took eight weeks to hit the same figure) and it’s still selling 11,000 copies a day. The weight-loss community can’t seem to get enough of the 100 ‘homestyle’ slimming recipes. The public appetite for hearty dishes, such as chicken parmigiana and Cuban beef, without the extra calories is so great Pinch of Nom has now been joined by the Pinch of Nom Food Planner (Bluebird, £9.99) – a simple food diary that includes some recipes – and a second cookbook is due out in late autumn.