Wednesday, 26 January 2011

Home bakers are stealing my glory!

I’m not going to lie to you. I do indulge in the odd bit of baking. The occasions are few and far between, but they’re there.

So imagine my distress while I was working on a press release last week for and discovered that the home baking category is in very strong growth. Not only that, but people are going around buying up all sorts of bakeware equipment. As someone who is eternally trying to be trendy, this news distressed me.

Why? Well, a number of reasons really but I won’t bore you with all of them, so let’s just cut to the chase. Baking was MY THING! That dying art where you could disappear into the kitchen and return an hour later with some form of sweet delight amidst the awe - the admiration - the secret jealousy.

And now it’s all gone. My glory has been stolen.

According to latest research, nearly one in three of us will prepare something from scratch at least once a week and bakeware equipment is enjoying sales increases of 70% year on year.

Television is further turning up the heat in the kitchen. BBC had huge success with the Great British Bake Off last year and now former model and trained chef Lorraine Pascale has introduced her new series, Baking Made Easy.

I know it's selfish but I don’t want people to know that baking can be easy! Think of the thing you can do that comes naturally to you, and then imagine having it whipped out from under you as it goes mainstream!

To rub salt in the wound my housemate has enrolled in a baking course. At the moment my scones are still light and fluffy (in contrast with her mildly disguised rock cakes), but how long before she finds out the secret lies in triple sifting the flour?!

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