Brands set to benefit from Bake Off’s return

Laura Parsons
Mary Berry Opens RHS Wisley Flower Show
Bake Off judge Mary Berry has the power to boost brands’ sales (Source: Getty)

The Great British Bake Off hits UK screens next week and baking brands are set to cash in on its soaring popularity.

Sales of baking products during last year’s Bake Off – which pits 12 contestants against each other to create the best cakes, puddings, and pastries – increased by 214 per cent compared to the weeks leading up to the show, according to online retail specialist Summit.

The first episode of last year’s series alone resulted in online searches for baking products increasing by 112 per cent the day after it aired.

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The gross value of sales during Bake Off season increased by an average of 392 per cent compared to the five weeks before the show went on the air.

Searches for ice cream makers peaked last year after the fifth episode, in which bakers make dairy-free ice cream rolls as their showstoppers. Interest increased by 45 per cent compared to the day before.

Certain brands have lost out after being dropped from the show however. Interest in KitchenAids’ flagship mixer has now dropped by 14 per cent compared to the same time last year after it was replaced as the mixer of choice for this year’s series.

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Last year the Great British Bake Off final drew an audience of over 15m, making it the most watched TV show of the year in the UK. This was an increase of over 3m viewers compared with the previous year.

The Great British Bake Off returns to BBC One on 24 August.

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