Balance June 2019 - 38
M
any Britons bemoan the decline
of community spirit, but perhaps
we're just looking in the wrong
place. After all, it might not be pubs
and social clubs where communities thrive in
the 21st century, but on the internet instead.
Mega-selling book Pinch of Nom, aimed
at those wanting to be healthier while also
counting calories, is a fine case in point. Pals
Kate Allinson and Kay Featherstone ran a
popular Wirral restaurant, before launching a
recipe-based Facebook group, Pinch of Nom, in
2015. So successful did the group become that
the site would frequently crash. A book was
inevitable. Pinch of Nom hit shelves earlier this
year, becoming the fastest-selling non-fiction
book ever. Yes, really.
And the key to Nom's success? Taking
requests. A group member would ask Kate and
Kay if they could recreate a version of, say, a
38
chain-restaurant favourite, and the answer was
always invariably "yes".
Kate explains, "We've always given our
community what they want, which sounds odd.
Especially in the early days, we'd ask them what
recipes they wanted and we'd give it to them. It
sounds so bizarre, but that's exactly what we've
always done.
"The No1 thing we'd hear for such a long time
was, 'please make a book, please make a book.' So
we went away and made a book." And that book
would sell more than 200,000 copies in its first
week. Most authors are doing cartwheels if they
can reach five-figure sales; six is dreamland. Kate
was astonished by the success.
"So many people are alone and where they
don't have that emotional support it's great
that we can provide a space. Especially on our
Facebook group, where people can go and
feel supported. Also, with these recipes, when
people think of being on a diet they think it's
really boring food that makes you feel like you're
watching what you eat. With our recipes, we
made most of them so they can be enjoyed with
the family." Given the record-shattering success
of Pinch of Nom, a follow-up book was a must.
Pinch of Nom Food Planner followed, with a
new recipe book out for Christmas.
Of the planner, Kate says: "It's not a recipe
book, as such. There are 26 recipes in there, but
it has a dual purpose. You can plan next week's
meals and log what you've eaten. A lot of people
like to do that to keep their health on track as you
can plan ahead and make shopping lists. It allows
you to refer back, and it also gives you prompts
every day, such as 'drink more water', 'how many
treats have you had today?'; it just reminds you
of those little things you forget to do day-to-day.
"It's such an honour to give folks what they've
been asking for for so long."
Balance June 2019
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