Waitrose awaits ‘The Bake Off’ effect

Waitrose has revealed that the BBC hit series ‘The Great British Bake Off’ is the third most important sales event its home-baking calendar, topped only by Christmas and Easter.

In an interview that appears in the September 1 issue of free customer newspaper ‘Waitrose Weekend’, the supermarket chain’s baking buyer Tim Shaw said: “While we can predict a run on regular baking products, the show always throws us a curve-ball.

“A contestant will use a relatively niche ingredient that will then fly off the shelves, so I’ll be glued to each episode, anticipating what that product will be.” 

Examples from the 2015 series include goldenberries, which rocketed 180% in sales after being used by contestant Tamal Ray. And sales of Cooks’ Homebaking Salted Caramel Flavouring rose by a third year-on-year after 2015 winner Nadiya Hussain included salted caramel in one of her bakes.  

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