Paul Hollywood cooks up sales storm
Debenhams is seeing a boom in sales of bakery equipment thanks to the hit TV show Paul Hollywoods Bread. The department store says that sales of traditional bakeware such as mixing bowls, scales and other accessories have seen the biggest rise, up by 207% on this time last year.
The dramatic rise has coincided with the broadcast of the popular BBC 2 baking series, which has been on air for six weeks.
Electrical bread makers, dough mixers, baking trays, measuring jugs, scales and even oven mitts are also selling well while sales of bread making machines have soared by 30% in the last month alone.
Debenhams head of home buying Alice Duggan said: "Thanks to Paul Hollywood, Britain is becoming a nation of bread bakers once again.
"His reassuring yet authoritative tone of voice makes all food lovers want to follow tradition by baking beautiful, hand-crafted loafs rather than buying them in a supermarket."
Sainsbury's has also seen a spike in bread mixers and dough ingredients since the show has been on air.
"Sales of flour at Sainsbury's have been really strong over the last few weeks with a 30% increase in bread mixes," said Mark Moriarty, Sainsbury’s baking buyer. "We’ve just launched a range of Taste the Difference bread mixes which are all doing incredibly well too, showing the 'baking craze' is still very much apparent.''
And for the first time, the baking boom is as much a trend amongst males as it is women.
Duggan added: "We first saw an upsurge in our bakeware products following the Great British bake-off, but now we are seeing the Paul Hollywood effect across our sales. We are delighted that the impetus has been maintained throughout the winter and think it is a trend that appears to be here to stay."
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