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The Great British Bake Off whips up sales at Sainsbury’s

The return of the Great British Bake Off has contributed to a big rise in bakery sales at Sainsbury’s with both ingredients and equipment seeing significant uplifts.

GENERAL MERCHANDISE

The Great British Bake Off whips up sales at Sainsbury’s

With the show now in its fifth season, the "Bake-Off effect" has led to a 30% increase in sales of flaked almonds after Mary Berry featured Florentines in last week’s episode. Similarly the supermarket’s bakeware sales are up a massive 200%.

In addition, sales of rolling pins and cookie cutters are up 22% week-on-week while plain flour sales have risen by 16%.  

Susi Richards, head of own brand product development at Sainsbury’s, said: “We have seen that sales of our kitchen equipment and bakery goods peak online between 7-9pm on a Wednesday, directly around the time the Great British Bake Off airs.

"We make sure we manage this for our customers by ensuring that there is always good stock of products in demand. For example we know freeze-dried raspberries are going to feature on the Great British Bake Off, so have plenty of these in store and we have also stocked up on yeast in preparation for this week’s bread theme on the show."

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