Great British Bake Off boosts sales of home baking goods

Selling like hot cakes! Great British Bake Off boosts sales of home baking goods

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UPDATED:

09:57 GMT, 13 September 2012

Britain is coming a nation of bakers again thanks to the hit TV show The Great British Bake Off.

Traditional style cake stands, food mixers, baking trays, measuring jugs, scales and oven mitts, are selling like hot cakes according to high street store chain Debenhams.

The dramatic rise has coincided with the broadcast of the third series of the BBC show, featuring food judges Mary Berry and Paul Hollywood, which now commands one of the biggest audiences on television.

Rising to the challenge: Great British Bake Off judges Paul Hollywood and Mary Berry are inspiring people to bake their own cakes

Rising to the challenge: Great British Bake Off judges Paul Hollywood and Mary Berry are inspiring people to bake their own cakes

The show, presented by Sue Perkins and Mel Giedroyc, involves twelve homebakers taking part in a 'bake off', which tests every aspect of their baking skills from pies and tarts to pastries and sponges as they battle it out to be crowned the best amateur baker.

Their efforts are inspiring people to take to the kitchen and make their own delicious delicacies.

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.'

The Bake Off effect: Sales of cake stands have soared following the broadcast of the third series of the show presented by Sue Perkins and Mel Giedroyc

The Bake Off effect: Sales of cake stands have soared following the broadcast of the third series of the show presented by Sue Perkins and Mel Giedroyc

Home bakers are keen to show off the fruits of their labours with sales of traditional style cake stands seeing the biggest rise in sales at Debenhams, up by 207% on this time last year.

Baking accessories are up 38 per cent and a new tea-time range, At home with Ashley Thomas, has shown an increase of 50 per cent since the new series of the TV show began last month.

Ms Duggan said they first noticed a spike in sales during the Queen's Jubilee.

She said: 'We first saw an upsurge in our traditional teatime and bake-ware products around June, at the time of the Queen's Jubilee and all the street parties. We are delighted that the impetus has been maintained throughout the summer and think it is a trend that appears to be here to stay.'

Nation of bakers: It's not just women contributing to the boom, men are also taking to the kitchen (posed by models)

Nation of bakers: It's not just women contributing to the boom, men are also taking to the kitchen (posed by models)

The baking
boom is being taken up equally by men as well as women thanks to the 'Hollywood effect’ of Berry’s co-judge, Paul
Hollywood.

The show is so popular with men, many
took to Twitter this week to debate whether they should watch the BBC2
show over an England football match.

Ryan Lofthouse commented: ‘They’ve slipped up putting the football on during Great British Bake Off. What were ITV thinking’

Chris Pickup added: ‘England have 20 minutes to impress me or I shall watch British Bake Off instead.’