Great British Bake Off popularity influencing dessert sales

Last week, an estimated 13million viewers enjoyed the series finale of the Great British Bake Off – the highest ever viewing figure of the year for a non-sporting event on UK TV. The TV show, now in its fifth series, has gathered a cult following worldwide, with spin offs of the show airing in fifteen different countries. The programme’s popularity has resulted in a revived interest in baking, with more and more people either trying their hand at recipes or on the lookout for products that have featured in the show at their local shop or café.

Needless to say, the food industry is benefitting greatly from the show’s widespread popularity. After contestants made gourmet doughnuts, sales at Asda stores shot up by 50%, with over 10,000 packs of doughnuts sold the day after the episode aired. By the end of the week, the supermarket had sold more than half a million doughnuts.

Marks & Spencer also upped its marketing efforts on Breton pastry kouign amann, after it featured on the show. Similarly, Waitrose reported hot demand and a 5.8% increase in sales for the goods used in a Baked Alaska after the dessert was included in the latest series.

In order to profit from consumer interest in the show, businesses should be looking to incorporate starring products into their offerings. Here at Destiny Foods, many of the desserts that have featured in the show are included in our catalogue. To place on order or find out more about the range of products we sell, speak to one of our sales advisors today.