Sales of bakeware and baking accessories are enjoying a major boost from the launch of the latest series of BBC television's hit show, Great British Bake Off.
Waitrose says shoppers have been enthusiastically stocking up on home-baking essentials in advance of the first programme, screened last night, in the new 10-week series.

Sales of 1litre Pyrex bowls at the supermarket chain are up by 107%, rolling pins by 40% and measuring jugs by 313%. Sandwich tins have seen an 80% increase and there has been a 60% boost for digital kitchen timers - a focal point in the show's 'technical challenge', helping to eliminate 'soggy bottoms'.

Aiming to recreate the programme's 'show-stopper' cakes, home bakers are also driving up Waitrose's sales of decorating accessories. Shimmer sugar and edible glitters are up by 173%, and also proving popular are natural food colourings, up 64%, and cupcake decorations, up 63%.

The success of Great British Bake Off provides a further boost to products that are already enjoying huge growth and making home baking one of the stand-out categories within the housewares sector.