The Great British Bake Off is back for a sixth series, BBC1 8pm on Wednesday evening in case it isn’t already in your calendar or Sky planner.
Episode one is cake week.
Have you ever wondered who the UK population most associates with cake?
Well the ever-inquisitive research team at Mustard have, and we have delivered a survey to find out.
A nationally representative sample of 400 UK consumers were asked “which of these people / characters would you MOST associate with cake?”…
…And it’s an exceedingly good result for Mr Kipling.
One of Premier Foods’ premier brands, Mr Kipling has risen to the top, and was selected by more than half (54%).
Mary Berry herself takes second place, with 44% saying they most associate the Bezzer with cake.
Like an aggressively whisked egg (well beaten), there are a number of other food brands from the home baking category based around characters in the top 10 – Betty Crocker (19%), Sara Lee (16%), Dr Oetker (16%) and Aunt Bessie (10%).
Still “mixing it” with the baking big-guns, Delia Smith came fourth in the cake rankings (18%). Old blue eyes himself – Paul Hollywood – comes in ninth with 9%.
But the shrewd questioning didn’t stop there. Survey respondents were then asked – presented with the same long list – “which of these people / characters would you LEAST associate with cake?”…
The 2014 movie “Cake” – featuring Jennifer Aniston – did not make many waves in the box office, and as a result “Jen” has not made much of an impact in our survey – 33% said they least associate the former Friends star with cake.
Jurgen Klinsmann’s bakery did their bit to make Germany’s 7-1 semi-final defeat of Brazil even sweeter, but many of us in the UK have chosen to forget about the 2014 World Cup – 27% said they least associate the former Spurs and Germany professional footballer / diver and occasional baker with cake.
You may remember Marjorie Daws of Fat Fighters – a Matt Lucas incarnation on the sketch show Little Britain. “Cake. Yeah we all love a bit of cake don’t we? I know I do. I love; I do love a bit of cake. I do. I just like cake. I’m one of those people, I come home and all I want, I just love cake. I just love cake. I just love a bit of cake. CAKE. I love a bit of cake. Cake.”. A quarter (26%) said they least associate Matt Lucas with cake.
Fearne Cotton. Charity bake-aholic, but probably better known for other things – 19% said they least associate Fearne Cotton with cake.
Finally, Yaya Toure – who earns a reported £1m per month at Manchester City. That does not stop him wanting a cake on his birthday.
16% said they least associate Yaya Toure with cake.
Should you be cake crazy enough to want to see the results in full, give us a call or drop us an email.