Bake Off boom hits Waitrose

‘The Great British Bake Off’ is back on our screens tonight – and Waitrose says it is already seeing fans stock up on housewares and ingredients.

Bake Off boom hits Waitrose

Shoppers are preparing for the TV series, which kicks off on BBC2 at 8pm. by snapping up new equipment. Sales of 1litre Pyrex bowls are up by 107%, rolling pins by 40% and measuring jugs by 313% at the upmarket supermarket chain.

Sales of sandwich tins have risen by 80% and digital kitchen timers by 60%, while decorations such as shimmer sugar and edible glitters are up by 173%. Also proving popular are natural food colourings (up 64%) and cupcake decorations (up 63%).

Supplies of ingredients are bring restocked too, with sales of flour up by 20%, sugar up by 13% and baking powder and bicarbonate of soda rising by 18%. Sales of traditional cooking fruits such as raisins, sultanas and cherries are also up 47%.

Waitrose homebaking buyer Jo Heywood said: “The anticipation for ‘The Great British Bake Off’ is already building, and is yet again set to cause a stir with our shoppers, as they rise to the challenge of recreating recipes from the show.

“In time for the new series we have our biggest homebaking range yet, so the nation’s homebakers will be able to create some sophisticated and classic cakes and bakes.”

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