What The Cameras Don't Show You On Great British Bake Off
How many times have you watched "Bake Off," and then instantly ran to the shops to stock your cupboards full of ingredients you had never previously heard of? If the answer is frequently, rest assured that you do not stand alone. "The Bake Off Effect," a term coined to describe the sudden surge in sales of products used on the show, has firmly taken root in Britain. As reported by The Express, the 2015 season alone caused a 33% leap in sales of salted caramel sauce, a 180% spike for Peruvian goldenberries, and a 300% increase in the sales of crystallized ginger.
Whilst a boost in baking essentials such as flour and cooking chocolate is a common feature with each season, the surge in niche ingredients is much harder to predict. And as supermarkets get no warning as to what ingredients are going to be used in the upcoming season, many are left scrambling to stock up on previously unknown, and unstocked items.
Morrison's, evaluated as the fourth largest supermarket in the U.K. by Statista, takes "The Bake Off Effect" so seriously that in 2016 they appointed Anastasia Duncanson as Bake Off Officer. As reported by The Grocer, Duncanson is in charge of monitoring the show for "buying trends."
After being appointed to the position Duncanson labeled it as "an absolute dream job" (via The Scotsman) and after getting paid to watch "Bake Off," who can blame her?