GENERATION BAKER: BRITS GO BONKERS FOR BAKING THANKS TO SURGE IN NEW CELEBRATORY MOMENTS, FROM THE RETURN OF YOUR FAVOURITE TV SERIES TO GETTING DIVORCED

• New research reveals nearly nine in 10 of us bake more than we ever have before
• Brits investing time and money to create their show stopping centrepieces
• We spend a whopping 330 hours a year on the popular pastime – with men spending more time in the kitchen than women
• Baking brand, Stork, pay homage to the #1 new baking occasion with LIFESIZE cake sculptures to celebrate the return of the nation’s most anticipated TV series this Sunday

We’re still months away from welcoming back two of our favourite British bakers to the small screen once again, however, baking fever is still gripping the nation.

A nationwide study of over 1,500 Brits has revealed that nearly nine in 10 of us are baking more than we ever have before.

Dubbed as ‘Generation Baker’ by the baking experts at Stork, who commissioned the study, the research sees the new ‘tribe’ attributing their passion for baking to self-teaching aids becoming more accessible, thanks to online platforms such as YouTube (36 per cent).

Furthermore, 33 per cent had their favourite baking shows to thank, while 20 per cent said the emerging trend of new celebratory moments was an ever-increasing reason to bake.

The top three new occasions beyond traditional celebrations – such as birthdays – included a season finale or TV show returning (19 per cent), starting a new job (19 per cent) and getting a promotion (18 per cent).

To celebrate the return of the most anticipated TV series finale this year, Stork baking spread – the ultimate ingredient of great bakers since 1920 – has commissioned food artist, Michelle Wibowo, to pay homage to this pop culture moment and create a bake inspired by the show.

This morning, the ‘Stork’family line-up was unveiled in the country’s capital, overlooking the iconic Tower Bridge. Made from fluffy sponge – thanks to Stork, each life-size sculpture took an eye-watering 300 hours to make. The largest statue comes in at a mammoth 173cm tall and weighs in at 70kg – the equivalent to TEN TYRES. The three sculptures used a whopping 30KG of Stork Original in total to achieve a light and fluffy sponge texture – loved by bakers across the nation. 

With new excuses to bake, Brits are really investing TIME and MONEY on their new-found hobby. The poll unveiled that the average adult each year spends 330 hours – nearly two weeks – donning aprons, digging out mixing bowls and decorating cakes.

Surprisingly, men are bakingthe most of the trend – spending more hours in the kitchen (32 hours) vs women (25 hours) each month.

Steven Hermiston, General Manager UKI at Upfield – on behalf of Stork – comments on the findings “Cake has always been at the centre of every celebration. It’s exciting to see the publics passion for baking, taking the time to celebrate traditional milestones – like birthdays – but also marking smaller, yet significant steps in our lives through our love of baking.”

TOP 15 NEW BAKING OCCASIONS

1. Return of TV series and season finale
2. New job
3. Promotion at work
4. Pets birthday
5. Engagement
6. Passing an exam
7. Passing your driving test
8. Friendiversary
9. Getting a new pet
10. Getting the ‘all clear’ from the Doctor
11. Coming out
12. Asking someone to be my boyfriend/girlfriend
13. Winning a sports game
14. Breaking up with my partner
15. Getting divorced