An award-winning Burnley manufacturer of British-made bakeware has reported a surge in demand as the latest series of the Great British Bake Off drew to an exciting climax this week.
The hit BBC TV show has been credited with sparking a revolution in home baking, inspiring viewers across to UK to don their aprons and rediscover their ovens.
I just wish they’d screen it all year round!What More director Tony Grimshaw
With some episodes securing more than 10 million viewers, the BAFTA winning show sees contestants face a series of baking challenges, judged by cookery writer Mary Berry and professional baker Paul Hollywood. Running over 10 one-hour weekly episodes, one contestant is eliminated each week until just three remain for the final, each hoping to be crowned Britain’s best amateur baker.
Now in its sixth series, “Bake Off” has become an unexpected TV phenomenon, pulling in record audiences and with the format sold around the world.
And its effects have been felt in other industries, as manufacturers of baking products and ingredients report an upturn in sales directly linked to the screening of each new series.
The latest is Lancashire-based homewares manufacturer What More UK, which has seen a marked increase in sales for its high quality bakeware range since the first episode of the 2015 series aired on Wednesday August 5th.
“You read about these things, but you don’t really believe it until you experience it yourself,” said What More director Tony Grimshaw.
“But there’s no denying the evidence.
“We’ve seen a significant surge in demand for our Wham Cook bakeware range, especially our non-stick and enamel baking tins, and when you look at the figures it’s amazing how closely they correlate with Great British Bake Off.
“I just wish they’d screen it all year round!” he joked.
With demand growing, What More UK is now planning further investment in expanding its British-made bakeware range, installing new state-of-the-art machinery at its extensive manufacturing and distribution plant near Burnley.