The Comfort Food Paradox: When Heat Waves Beckon Winter's Warmth In the midst of a sweltering heatwave, one might expect Britons to flock to salads and chilled plates for relief.
Instead, sales of traditional winter comfort foods have skyrocketed, defying conventional wisdom about the psychological effects of heat on food choices.
Waitrose has seen a significant surge in demand for its cottage pie, with sales increasing by 110%. South African red wine is also flying off the shelves, with year on year growth reaching 68%.