Waitrose sees bakery ingredients soar for Stir Up Sunday

Sales of some bakery ingredients at Waitrose were up more than 300% as shoppers prepared for Stir Up Sunday.

Home-bakers traditionally start to make their own Christmas puddings on the last Sunday before Advent, which fell yesterday (20 November).

That said, recipe searches for ‘Traditional Christmas pudding’ on Waitrose’s website were still up 75% and sales of sultanas and currants rose by 46%. Sales of other traditional Christmas pudding ingredients also increased, with suet up 327% and plain flour by 62%.

Also, recipe searches for ‘Christmas Pudding with a twist’ were up by 280% and Mini Chocolate Christmas Pudding searches were up 338%, the retailer reported.

Speaking before the tradition, Tim Shaw, Waitrose baking buyer said Stir Up Sunday was a wonderful tradition and, for many, signalled the start of the countdown to Christmas.

“We’re really looking forward to helping our customers create delicious Christmas puddings; programmes such as The Great British Bake Off have reignited the nation’s love of baking, so we’re expecting Stir Up Sunday to be bigger this year as hosts aim to impress with homemade show-stoppers,” he said.

Earlier this month, Waitrose revealed its hot food trends for 2016, including Churros, bao buns and mini treats.

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