Morrisons Appoints New ‘Bake Officer’ Following Success Of Great British Bake Off

Morrisons has announced the creation of an unusual post, which will focus mainly on trends developing from the latest edition of hit TV series The Great British Bake Off.

The grocer has named Anastasia Duncanson as a dedicated ‘Bake Officer’ – the first such in the UK – making her responsible for monitoring buying trends prompted by show, and ensuring that Morrisons stocks the most popular ingredients in store.

Duncanson, who is in charge of the Home Baking range in 492 Morrisons stores, predicted that Brits will look to enhance their own cake decoration and presentation skills while the show is on air. She added: “Being chosen to watch TV and react to baking trends is an absolute dream job so I am delighted to be appointed to the dedicated role of Bake Officer. I will be keeping a close eye on trends and managing demand to ensure we satisfy the baking needs of our eleven million customers.”

Her pre-show predictions for trends in the ‘piping line’ include – metallic frosting, edible glitter and cake lace effect; hand painted icing artistry, with a rise in ‘edible paint’ brushes; 2D and 3D edible toppers; and marble, rainbow and ongoing experimentation with the popular ombré baking trend.

The rise in home baking in the UK over the past five years is widely attributed to the ‘Bake Off effect’ and each episode provokes a run on certain home baking items.

NAM Implications:
  • Compulsive – or even compulsory – viewing for NAMs in appropriate categories?
  • Better still to submit creative initiatives to the show, and perhaps Morisons?