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28
October 2006
Gordon
Ramsay Dismisses Cheap
Chocs
Gordon
Ramsay
has put his foot in it
with dismissive remarks
about the quality of his
own range of boxed
chocolates.
The
39-year-old, known for
his expletives, kept it
clean as he defended the
range.
But
he went on to say that
he did not worry about
the standard of the
product because of its
low price.
"I
don't think you are
going to be blown away
at £3.99-odd for a
box," he was quoted as
saying by The Grocer
magazine. "I don't worry
about the standard of
the chocolates because
they're £3.99. I
don't feel that is
degrading."
His
comments are reminiscent
of jeweller Gerald
Ratner who famously
described one of his
products as "total crap"
in 1991, wiping
£500 million off
the value of the
company.
The
Gordon Ramsay range of
chocolates was launched
in 2003 by Ashbury
Confectionery and
include Just Desserts
and Secrets.
They
were launched after his
book Just Desserts and
make around £7.5
million a
year.
David
Zulman, managing
director of Ashbury
Confectionery, defended
the product and said the
retail price was
actually
£5.99.
"The
quality of the product
is at the top end of the
mass market and easily
stands up to any other
product in the sector,"
he said. "The range has
been very successful
over the past four years
and the number of repeat
orders speaks for
itself.
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