GOODBYE VICTORIA SPONGE! Brits overlook traditional cakes in favour of Instagram wonders, a survey found
From a decadent Victorian sponge to a tasty lemon drizzle, tea and cake is a long-standing British tradition.
But what happens when social media changes the equilibrium, do we get enchanting and unusual bakes or is it a case of style over substance?
Research by free-from bakery We Love Cake asked 2,000 British adults what they really think about today’s cakes – and surprisingly when it came to picking the perfect slice they were keen to mix it up.
From Tik Tok worldwide wonders to Instagram’s nod to nostalgia classics, Brits are yearning for the next big cake-thing, with two thirds confessing they are more influenced by social media trends than what cake they eat at home.
The amusing study revealed a decline in ‘granny cakes’ such as lemon drizzle, with over a third of people seeking out alternative flavours such as matcha, cardamom and cinnamon.
More than one in four Brits said cake bakes were no longer just about taste but about the look and the social media moment too.
The research showed a solid trend stood the test of time. New classics trends like Red Velvet and Cinnamon buns hold their own to the more traditional bakes.
Riding the wave of a cinnamon craze that’s up 60% in the last 10 years, We Love Cake is spicing up the free-from aisle with Spice Me Up Cinnamon Swirl Cakes in Tesco.
Josh Boydell-Smith from We Love Cake, said: “Cake trends are not to be mistaken for cake fads – they mirror iconic recipes and flavours that often stand the test of time. Trends in bakery are hugely important because they give us the chance to innovate, creating exciting new recipes and flavour combinations. Right now, nostalgia is booming, but we’re also seeing global influences and ingredients play a bigger role than ever before – giving bakers like us endless inspiration.”
The research by Cumbria-based bakery chimed with nostalgia, with a resurgence in sticky Chocolate cakes and slices of super sweet Coffee and walnut seeing a pickup in popularity.
Nearly 80% of those surveyed said eating cake remains the ultimate celebration, with 73% saying they believed a slice of cake made them think of or feel at home.
Landing exclusively in Tesco stores from October 13th, the brand-new ‘Spice Me Up’ Cinnamon Swirl cake slices bring a free-from twist to one of the UK’s favourite autumn flavours. These moreish bakes are gluten, wheat and milk free, ensuring no one must miss out on their seasonal cinnamon fix.
Swirled with rich autumnal cinnamon spice and topped with a light frosting, these indulgent slices are designed to be savoured with a cuppa, shared with friends, or stashed away for a secret treat. Available in packs of four (RRP £2.45), each slice is baked with love, in small batches on the edge of the Lake District.
