Baking boom hits Britain
Cutesy cupcakes, perfect petite fours, sumptuous sweet dough – yes, it’s The Great British Bake Off, and it seems the efforts of this season’s selection of amateur bakers are inspiring viewers at home to get off the couch and into the kitchen.
Aspiring bake-off champs are raiding the shopping aisles for some serious supplies. Sales of baking trays have increased by a whopping 25% since series three began, and baking ingredients are up by 10%.
Supermarket Morrisons has reported that in the last week over 23,000kg of flour and 2,22kg of marzipan has flown off the shelves. Would-be domestic goddesses also snapped up 360 litres of vanilla extract and 15,000 bottles of food colouring.
A Morrisons spokesperson said: ‘We thought the show would inspire the nation so we made sure our baking aisle was fully stocked. It’s a good job we did, given the sales increase.’
Over at high street store, Debenhams, traditional style cake stands, food mixers, baking trays, measuring jugs, scales and oven mitts, are causing quite a stir. Sales of traditional style cake stands have seen the biggest jump in sales, rising 207% on this time last year. Baking accessories are up 38% and a new tea-time range, At home with Ashley Thomas, has sold 50% more since the new series began last month.
Alice Duggan, Debenhams head of home buying, said: ‘Thanks to Mary Berry, Britain is becoming a nation of bakers once again. Her reassuring yet authoritative tone of voice makes all food lovers want to do “the decent thing” by baking beautiful, hand-crafted dishes at home rather than buying them in a supermarket.’
So, how will you be doing ‘the decent thing’ in the kitchen this autumn?
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