Hot for houmous, silly for sumac, potty for preserved lemons: Sales of Middle Eastern foods soar as Brits embrace exotic flavours

You've witnessed the Duchess effect, we've all seen the Cara effect, now it's time for the Yotam Ottolenghi effect.

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http://www.dailymail.co.uk/femail/article-2333359/Hot-houmous-silly-sumac-Ottolenghi-effect-sees-sales-Middle-Eastern-foods-soar-Waitrose.html