Bake Off boosts sales of Sainsbury’s boozy flavourings

Sales of Sainsbury’s gin & tonic and prosecco baking flavourings have increased nearly 10-fold since the start of the latest series of The Great British Bake Off (GBBO).

The 38ml baking flavourings, which launched in Sainsbury’s stores in June this year at £1 a bottle, have proved “incredibly popular” since the start of the new GBBO series.

Sainsbury’s told British Baker that, following the second episode of GBBO on 6 September, online searches for its gin flavouring were up 200%. In that episode, Flo Atkins created gin-infused raspberry biscuits and Chris Geiger produced chocolate chia seed biscuits with a whisky caramel filling.

Boozy bakes have made regular appearances in this series, with finalist Kate Lyon whipping up bellini buns with prosecco flavourings during patisserie week.

Alcohol-based bakes were among the top five predicted baking trends of 2017 by Sainsbury’s buyer for home baking Sioned Read.

Primrose Bakery, which sells a variety of cocktail-themed cupcakes, told British Baker sales had increased, but did not think this was directly because of Bake Off.

“They are a great seller and we do these every Friday as a special flavour at all three stores,” said Sally Humphries, general manager at Primrose Bakery, London. “We do not use any artificial flavourings, all cocktail favours are soaked in the alcohol or in the icing for that extra boozy kick.”

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