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Baking is taking off in Britain, says Waitrose
Brits are heading to their kitchens. Inspired by programmes including The Great Sport Relief Bake Off, *The Fabulous Baker Brothers* and the stream of classic cookery shows being repeated, people across the UK are turning their hand to baking, says Waitrose.
Sales of vanilla pods at Waitrose are up 53% compared to last year, while glacé cherries, the retro baking must-have, are up 68%. Following on from the Walnut and Coffee cake recipe featured on the Great Sport Relief Bake Off, walnut pieces are up 44% and the Heston-inspired popping candy, which adds a spark to any homemade cake, is up 198% year on year.
According to the supermarket, searches for sweet treats such as gingerbread and meringue are up 51% and 42% respectively over the last week.
Similarly, the number of people searching how to make shortcrust pastry has risen by 78% in the last week, proving that customers are inspired to try their hand at scratch-cooking.
Jo Maclaine, Waitrose home baking buyer, says: “Our customers have always been keen bakers, but the latest series of The Great British Bake Off has had a huge effect on sales of home-baking goods.
“The recipes used on the show are classic British cakes and pastries, and it’s great that our customers have been inspired to make some delicious treats for their family and friends.”
Source: Waitrose
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