By Jonathan Davies
Nearly 10 million people watched Dorret reduced to tears as her black forest gateau melted into a pile of gooey, chocolatey mess when The Great British Bake Off returned to our screens for 2015.
But before the series even got started, Waitrose saw an incredible 881% rise in baking tray sales as it promoted baking products in the week before the series began.
Waitrose also reported a 55% rise in its bakeware products sales.
The only major supermarket to give weekly sales updates, Waitrose said it had seen a 1.4% rise (excluding sales) in the week to 1 August.
“Inspired shoppers and strong promotional activity also combined to see sales of our cook ranges increase by more than 47% as customers geared up to be creative in the kitchen away from the cooler temperatures,” said Mark Price, managing director.