The hugely popular programme which sees 10 home bakers take part in a ‘bake off’ has been credited with reigniting the UK’s love of home baking, according to the supermarket.
Home bakers have also been inspired by a flurry of baking books including Paul Hollywood’s ‘How to Bake’ and Mary Berry’s ‘Baking Bible’. In fact, sales of bread mix have risen by 12.3% (year to date) at Waitrose as shoppers get baking.
Sales of other baking basics have also soared as customers turn their hands to baking at home, with sales of strong white flour increasing by 8% and yeast rising by 9% (year on year).
Over the last year Waitrose bakeries have adopted a much more artisan approach to their bread baking.
Source: Waitrose
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