George Wilkinson basks in Great British Bake Off effect

British manufacturer George Wilkinson is one of many bakeware suppliers to be enjoying the Great British Bake Off effect.

George Wilkinson basks in Great British Bake Off effect

The Lancashire-based company has seen sales of its cake tins and pie plates soar in recent weeks, with a 25% increase on 2011.

The sudden uplift coincides with the third series of BBC2’s Great British Bake Off, with retailers suddenly flocking to stock up on essential lines to cater for increased consumer demand.

John Lewis and sister company Waitrose have also been benefiting from the popularity of the programme, as reported on on Monday. Their sales of food mixers, cake decorations, cooking chocolate and eggs have all spiked.

“We’ve seen growth across all of our bakeware ranges,” says George Wilkinson sales & marketing director, Mick Corrigan, “from the lower end of the market through to our premium, high-quality ranges, which illustrates just how popular baking has become with the masses.”

“Pie plates in particular have seen a huge rise in popularity, together with the usual suspects such as cake tins. We regularly see a sales uplift in the final trimester of the year due to seasonal promotions, but this growth has been unprecedented and is in addition to the incremental uplift we usually see. The Great British Bake Off and UK’s passion for baking continues unabated and is having a positive effect on us all.”

In Tuesday’s evenings’ Great British Bake Off 12 competing home bakers go head to head in a series of baking challenges in the hope of being named Great British Bake Off’s Best Amateur Baker.

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