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Heatwave Sparks ‘Feta Fatigue’: Waitrose Reports Surge in Toad in the Hole Searches

Waitrose reports a 67% increase in toad in the hole recipe searches as heatwaves drive 'feta fatigue' among UK consumers.

Editorial Desk

July 28, 2026 One Min Read

POLICY WIRE — London, UK — Waitrose has observed a notable increase in recipe searches for toad in the hole, with a 67% spike attributed to the recent heatwaves. The phenomenon, dubbed ‘feta fatigue,’ indicates a shift in consumer preferences during hot weather.

The data, collected from Waitrose’s online platform, shows that as temperatures rise, UK consumers are turning away from traditional summer salads featuring feta cheese. Instead, they’re gravitating towards heartier, more comforting dishes like toad in the hole.

“We’ve seen a significant rise in searches for toad in the hole, particularly during periods of high temperatures,” said a Waitrose spokesperson. “It appears that consumers are experiencing ‘feta fatigue’ — and are seeking out more substantial meal options.”

This trend underscores the impact of weather on culinary choices and highlights the dynamic nature of consumer behavior in response to environmental conditions.

Reporting by Policy-Wire (PW)

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Editorial Desk

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