TV series inspired new role for Morrisons

Anastasia Duncanson, 30, will be responsible for monitoring buying trends prompted by the television programme and ensuring that the Bradford-headquartered supermarket has the most popular ingredients in store.

She was appointed after the UK’s fourth biggest supermarket saw an unprecedented spike in certain home baking items after each episode of the programme last year.

Sales of glace cherries and almond extract rose by 163 per cent and 110 per cent respectively.

Ahead of the new series, which starts on Wednesday, she says she has already ensured the shelves are well stocked with the baking essentials likely to sell out including icing sugar, yeast, vanilla extract and chocolate chips.

Duncanson, who is in charge of the Home Baking range in 492 Morrisons stores serving 11 million customers across the country, predicts that home bakers will push their own cake decoration and presentation skills to the limits while the show is on air.

She said; ‘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 11 million customers.”

Duncanson’s pre-show predictions for baking trends this autumn 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 as well as marble and rainbow effects.