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Mary Berry's cherries raise supermarket sales as 'Bake-off Effect' takes hold Mary Berry's cherries raise supermarket sales as 'Bake-Off effect' takes hold
(about 3 hours later)
Shoppers are snapping up glacé cherries, as the Great British Bake Off begins to drive sales at the nation's supermarkets. Shoppers are snapping up glacé cherries, as The Great British Bake Off begins to drive sales at the nation's supermarkets.
Upmarket grocer Waitrose reported a 25% lift in sales of the processed cherries after a recent episode of the hit TV show, in which contestants competed to make their own version of co-judge Mary Berry's cherry cake.Upmarket grocer Waitrose reported a 25% lift in sales of the processed cherries after a recent episode of the hit TV show, in which contestants competed to make their own version of co-judge Mary Berry's cherry cake.
More than 7.2m viewers tuned in to watch the series opener devoted to cakes, which was also the first episode to be screened on prime time, following the show's transfer from BBC2. This was up on 5.6m who watched the opening episode of the previous series on BBC 2 last year. More than 7.2m viewers tuned in to watch the series opener devoted to cakes, which was also the first episode to be screened on prime time, following the show's transfer from BBC2. This was up on 5.6m who watched the opening episode of the previous series on BBC2 last year.
The cherry cake, described by Berry as "a great British classic but quite difficult to get absolutely right", showed contestants grappling with technical challenges, from blending smooth icing to ensuring the cherries did did not sink to the bottom (the answer: coat them in flour). The cherry cake, described by Berry as "a great British classic but quite difficult to get absolutely right", showed contestants grappling with technical challenges, from blending smooth icing to ensuring the cherries did not sink to the bottom (the answer: coat them in flour).
Waitrose also reported a 22% rise in sales of cake tins and a 14% increase in piping bags – used for precise cake icing – and said the show had contributed to strong sales. Waitrose also reported a 22% rise in sales of cake tins and a 14% increase in piping bags – used for precise cake icing – and said the show had contributed to strong sales.
With the show now in its fifth season, the "Bake Off effect" on consumers' shopping lists is becoming a familiar feature of the British summer, as routine as the bank holiday traffic jam and grumbling about the weather. With the show now in its fifth season, the "Bake-Off effect" on consumers' shopping lists is becoming a familiar feature of the British summer, as routine as the bank holiday traffic jam and grumbling about the weather.
The show's ability to whip up demand for sugar and cream, as well more esoteric items in the kitchen cabinet, is only the latest in a long line of TV-influenced trends. Sales of goose fat went through the roof in 2006, when celebrity chef Nigella Lawson championed it as the essential Christmas ingredient on her television programme. The show's ability to whip up demand for sugar and cream, as well as more esoteric items in the kitchen cabinet, is only the latest in a long line of TV-influenced trends. Sales of goose fat went through the roof in 2006 when celebrity chef Nigella Lawson championed it on her television programme as the essential Christmas ingredient.
However, the original trendsetting cook was Delia Smith, whose TV shows and books turbo-charged sales of everything from eggs and stock cubes, to Maldon sea salt and sunblush tomatoes. Delia was blamed for cooking up a national shortage of cranberries in 1995. Her influence was so powerful that the BBC used to send food producers her recipe lists in advance of the shows.However, the original trendsetting cook was Delia Smith, whose TV shows and books turbo-charged sales of everything from eggs and stock cubes, to Maldon sea salt and sunblush tomatoes. Delia was blamed for cooking up a national shortage of cranberries in 1995. Her influence was so powerful that the BBC used to send food producers her recipe lists in advance of the shows.
Supermarkets have not been the only off-screen winner from the Great British Bake Off: struggling electronics retailer Dixons has also credited Mary Berry with driving sales of mixers, juicers and other small kitchen appliances.Supermarkets have not been the only off-screen winner from the Great British Bake Off: struggling electronics retailer Dixons has also credited Mary Berry with driving sales of mixers, juicers and other small kitchen appliances.