Baking for boys: Number of ‘macho’ men baking on the rise following the success of The Great British bake Off
16:04 GMT, 31 July 2012
Jamie Oliver, the Fabulous Baker Brothers and Paul Hollywood have made baking cool.
And it seems that the male population are taking notice.
According to a new report, home baking by males is on the rise as an increasingly number are enjoying conjuring up cupcakes and bread at home.
The Fabulous Baker Brothers Henry
Herbert and Tom Herbert are helping make baking cool again, and it's certainly working
And suppliers are taking advantage of the new growing trend by making plans to boost the numbers of men moving into the kitchen by launching more convenient and ‘macho’ products into the traditionally female market.
Trade magazine The Grocer reported that in the past five years the home baking market in the UK has almost doubled in size from 376 million to 645 million.
In the past year alone the market has soared in value by 18.2per cent with 41 per cent of Britons now baking at least once a fortnight.
The magazine said that in the past, home baking was not seen as particularly macho and men tended to stick to male activities such as mowing the lawn and cleaning the car.
Thanks to bakers like Paul Hollywood, bread making is no longer seen as just something for women
But The Grocer said: 'When it comes to doing the baking, men are showing an increasing desire to get stuck in — inspired perhaps by male role models such as the Fabulous Baker Brothers or Paul Hollywood, artisan baker and presenter of The Great British Bake Off.'
And Tesco chilled pastry and home-baking buyer Alexandra Tomalin told the magazine: 'Baking is a growing trend among men.'
Baking brothers Tom and Henry Herbert are helping restore the trend, in all its floury, golden-crusted glory.
‘Put an effort into learning to bake and your fortunes in love will improve,’ says Tom, who should know: a decade ago, when he won the Young Baker of the Year award, he was wooing his wife Anna with hot cross buns with hearts piped on top.
Now they have four children. Henry, too, is convinced of the aphrodisiac power of baking. ‘There’s a knockout chocolate cake I make whenever I’m in trouble with my wife Jess. Never fails.’
The Herberts have been baking in the Cotswolds since 1920 and Tom, 34, is the fifth generation to carry on the family tradition. Henry, 24, one of six Herbert siblings, is a chef-turned-butcher and he and Tom trade from adjacent shops in the handsome Georgian Hobbs House – once the Herbert family home – in the Gloucestershire market town of Chipping Sodbury.
A winning combination of skill, good looks, enterprise and the capacity to chat and cook with seamless fluency make them ideal front men for their own TV cookery show. And, sure enough, The Fabulous Baker Brothers are now on our screens with their distinctive brand of hearty, blokeish and impeccably sourced grub.
The report says that leading baking brand Dr Oetker recently made the bold move of featuring a man in its TV advertising, losing to his partner in a cupcake contest.
But Ruth Stead, head of marketing at baking ingredients manufacturer Renshaw said: 'Men are attracted to vigorous baking activities like bread making as well as scones and pies. They are less concerned with the icing on the cake.'