Bakeware specialist Silverwood is enjoying record sales of its Battenburg cake pan following a dynamic demonstration of how to make a Battenburg cake by television cooks The Hairy Bikers.
Using Silverwood’s unique product, the hirsute presenters sang the praises of the pan, describing it as “precision engineered” and “brilliant” in a recent programme of their current BBC2 series The Hairy Bikers: Mums Know Best.
Since the show, broadcast on February 17, orders have streamed in to the Birmingham manufacturer, bringing the equivalent of six months’ sales in the first two days alone.
“It’s fantastic!” managing director Simon Silverwood told HousewaresLive.net. “For a small company like ours, this sort of publicity is priceless. There’s only one Battenburg cake pan out there, and thanks to some speedy ordering from our trade customers the demand created by the programme won’t be wasted.
“On Friday morning the phones started to ring. By midday Monday, we’d completed our initial emergency production run to boost stocks, and a second, larger batch was well under way. Thank goodness this is a British product and not an import!” he added.
This is not the first time that Silverwood’s bakeware has appeared in television cookery programmes: it has been used very recently in Masterchef and by Lorraine Pascale in her Baking Made Easy series.
“That’s what I call public service broadcasting,” Silverwood commented wryly: “the BBC showcasing British products to a worldwide audience. Supporting British manufacturing in this way can only help to get the economy back on course.”