Morrisons hires worker to watch The Great British Bake Off

By Matt Atherton contact

- Last updated on GMT

Anastasia Duncanson was hired as bake officer
Anastasia Duncanson was hired as bake officer

Related tags: Great british bake, Baking

Morrisons has cooked up a “dream job” for keen baker Anastasia Duncanson, who was employed to watch the upcoming season seven of the BBC TV show The Great British Bake Off, and react to the subsequent consumer trends.

Duncanson, 30, was hired as ‘bake officer’ to monitor buying trends prompted by the BBC​ show, and to make sure stores are fully stocked with the most popular ingredients.

The Great British Bake Off​ is a competition among 12 amateur bakers. The bakers are challenged to produce a range of different baking treats – including cakes, biscuits and pastries – that are judged by bakers Mary Berry and Paul Hollywood.

Rise in sales

The show had an impact on the amount of baking products Morrisons sold last summer, the retailer said. It saw a 163% rise in sales for glace cherries and 110% rise for almond extract as the 2015 Bake Off​ season was broadcast.

Morrisons said Duncanson was hired to watch the show and advise the supermarket on trending ingredients. She will be placed in charge of the home baking range in 492 Morrisons’ stores.

Duncanson said: “Being chosen to watch television 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 11M customers.”

bake off morrisons 1


The new bake officer from Southport said she was surprised to receive the job offer, which was written in icing.

bake off morrisons 2

The Great British Bake Off ​is due to begin on Wednesday August 24 at 8pm on BBC One​.

Meanwhile, market analyst IRI found the home baking sector saw a big sales boost​ during 2014’s broadcast of The Great British Bake Off​. Sales had been declining by 6% earlier in the year.

The Great British Bake Off

  • 12 amateur bakers
  • Three tasks in each hour-long episode
  • Contestants eliminated week-by-week
  • Final between remaining three bakers 

Related news

Show more

Follow us


View more