Amy Price
Amy Price, a Mintel Food & Drink Analyst produces and writes reports, providing insight and analysis on the food and drink market and regularly contributing in the media.

Following on from the success of the third series of The Great British Bake Off TV show, presenters Paul Hollywood and Mary Berry look to show how it’s done in a three-part series of ‘Masterclass’ episodes.

The Masterclass programmes were first introduced in 2011, when a two-part series looked to revisit the technical challenges from the second series in a step-by-step format. An extra episode has been added to the 2012 Masterclass line-up, which airs on 22, 24 and 25 October 2012 on BBC2.

The ‘how to’ programmes will look at how to tackle baked goods featured throughout the third series – treacle tarts, rum babas, chocolate tea cakes and jam doughnuts, with both presenters also demonstrating which signature bakes they would have chosen to make this year.

Clearly, the Masterclasses seek to extend the reach of the programme and capitalise on its success but they also seek to educate and inform, something that has been key to the success of baking in the home.

The success of the home baking market in the UK

A massive three in four consumers agree with the statement ‘I enjoy baking at home’, while the majority (54%) agree with the statement ‘I’d like to learn how to be better at baking’, according to Mintel’s upcoming Home Baking – UK,  2012 report.

Visualisation and entertainment are key – more than two fifths (44%) say that ‘Watching cookery shows inspires me to bake at home’. Indeed, expert tuition is now available at the click of a button, with ‘how to’ guides featuring on YouTube, phone apps and even as part of a brand’s marketing campaign – for example, in 2011, Unilever signed a year-long deal with Channel 4 and UKTV to promote its Hellmann’s Mayonnaise brand through the 4Food and Good Food shows, with ads featuring celebrities including Lisa Faulkner, the 2010 winner of Celebrity Masterchef, using the product as a cooking ingredient.

Taking the experiential element even further could help to build on the success of the home baking and even scratch cooking trend. The Great British Bake Off could have looked to Gordon Ramsay’s live Gordon’s Christmas Cookalong Live programme (where viewers could cook alongside the celebrity chef to create the perfect three-course festive feast on Christmas day) for inspiration for the latest Masterclass episodes. This would have offered viewers true Edutainment (a trend identified by Mintel’s Inspire), seeking to educate and encourage a spirit of conviviality and a ‘have a go’ attitude through entertainment.

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