Stop loafing around - what brands can learn from this year's Great British Bake Off

In the past seven years, the Great British Bake Off has become a national institution, attracting around 13 million viewers per episode. And, as the dust settles on its final series with the BBC, its interesting to see how much the show has influenced the UK's consumers and impacted the baking category.
The analysis, that we did through our marketing intelligence platform Forecaster, found that online searches for baking products have risen by 17% since the start of the show, peaking on Sunday 2