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