Amazon partners with Bake Off

Amazon.co.uk has partnered with TV series ‘The Great British Bake Off’ to launch Amazon’s Get Baking Shop.

Amazon UK country manager Doug Gurr said: “Like the rest of the UK, we love ’The Great British Bake Off’ here at Amazon and Amazon’s Get Baking Shop – with its vast selection of equipment and ingredients – can help every baker create a showstopper worthy of the star baker prize.”

The Shop, which can be found at www.amazon.co.uk/gbbo, will be live throughout the hit series (which is airing weekly on Tuesdays on Channel 4 at 8pm). It lists appliances, baking utensils, ingredients and recipe books, and offers relevant themed products for shoppers looking to replicate each show’s theme or technical challenge.

During the 2017 series, the best-selling bakeware and accessories on Amazon.co.uk included cake decorating kits, non-stick quick release springform cake tins, digital weighing scales and the AmazonBasics 3-piece baking sheet.

The launch comes as new research commissioned by Amazon UK suggests Brits are baking an average of 49 cakes each every year – or the equivalent of two billion bakes.

In the survey of 1,565 Brits aged between 16 and 75, almost nine in 10 believe baking has become more popular than ever, with over 70% attempting their favourite baked treat at home. More than half (55%) claimed to be skilled bakers, while only 5% said their cakes are always ‘a disaster’.

The research also revealed that sweet-toothed Brits enjoy a serving of cake three times a week on average – or 162 times a year – with cheesecake crowned the country’s most loved baked treat, followed by cookies and lemon drizzle cake.

It’s no surprise that ‘The Great British Bake Off’ recently announced the addition of ‘vegan week’ for the first time, as 36% of Brits said they choose a vegan or healthier ‘free from’ option when it comes to cake if the option is there. And it’s not just for dietary reasons (9%); 16% believe it is ‘better for them’ and 12% claim to ‘love the taste’.

According to the study, while baking is a popular British pastime steeped in tradition, technological advances haven’t gone unnoticed by today’s home bakers, as 80% admit technology makes them a better baker and nearly a fifth (17%) say they couldn’t do without it when baking.

Modern day helping hands include baking apps on tablets and voice assistants such as Alexa, which over half of users find helpful when their hands are full or covered in flour; while one third of bakers use technology to quickly convert measurements like weight and temperature.

The nation’s top 10 favourite cakes and baked treats are:

  1. Cheesecake (44%)
  2. Cookies (35.4%)
  3. Lemon Drizzle Cake (35.1%)
  4. Victoria Sponge (33.4%)
  5. Chocolate Fudge cake (33.3%)
  6. Carrot Cake (31.4%)
  7. Chocolate Muffin (29.8%)
  8. Classic Brownie (28.1%)
  9. Éclair (27.2%)
  10. Millionaire Shortbread (27.9%)

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