Sainsbury’s predicts five top baking trends for 2017

Sainsbury’s has forecast five top baking trends ahead of The Great British Bake Off’s Channel 4 debut on 29 August.

Sainsbury’s buyer for home baking Sioned Read has predicted what to expect from the show and said that Bake Off has a huge impact on customer behaviour, which is reflected in its sales from the baking aisles.

“In 2016 after the contestants created Jaffa cakes, searches for Orange Jelly increased by 150% overnight on our groceries website,” said Read. “I’m always on the lookout for the signature ingredients of the season and aim to deliver an exciting range that allows customers to recreate the challenges at home.”

She added that, based on recent baking trends, she expected its new prosecco flavouring, alternative sugars and edible gold leaf would be “firm favourites” for 2017.

The baking trends, according to Read, include:

Alternative sugars

“Those in the know are opting for alternative sugars such as coconut and date syrup, which are available in-store and online from £1.00, and experiment beyond the traditional caster sugar to achieve different results. Sainsbury’s, whose baking aisle features an extensive range, has seen products such as Organic Rice Malt Syrup up 148% and Date Syrup up 32% since they arrived in-store.”

Boozy baking

“2016 saw contestants adding a gin twist to their recipes for a more grown-up bake. Expect to see more of this in 2017 as contestants look to their take boozy bakes to new levels with tipples such as Prosecco, Gin & Tonic and Rum, available online and in-store for £1.00.”

Garnishes and glitter

“The recent launch of Edible Blossoms in Sainsbury’s for £3.00 per punnet saw packs flying off the shelves, with the demand surpassing sales expectations. Now widely available, they are a beautiful way to give cakes a show-stopping quality, while adornments such as edible glitter, shimmer pearls and luxurious gold leaf nod to this year’s beauty trends.

Autumnal tones

“As summer turns to autumn, rainbow and unicorn bakes will become a thing of the past. This year’s bakers will be channelling more muted and neutral tones in the style of [former Bake-Off semi-finalist] Chetna Makan’s favourite shade of mustard.”

Botanical and herb flavourings

“Already popular on restaurant menus, expect to see contestants experimenting with botanical flavours in both sweet and savoury bakes, such as angelica root, thyme, rosemary, black pepper, saffron and fennel.”

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