IMN Content - Lifestyle and Consumer Content

Celebrity chef Rosemary Shrager Tackles Brits' Apathy for Home Baking ahead of National Baking Week

National Baking Week is around the corner and research reveals that nearly a third of Brits have done no baking in the last year
Celebrities, Food & Drink - 12 October 2010   Download IconContent available for download:  
Audio | Interview with Rosemary Shrager| Login to Download

You are missing some Flash content that should appear here! Perhaps your browser cannot display it, or maybe it did not initialize correctly.
  News Hooks:

Latest research reveals that nearly a third of Brits claim they have done no baking in the last year, despite over half admitting they really enjoy cooking. The main excuse for not baking is a lack of time due to work pressures, with many also blaming a lack of baking skills.

The primary reason people cite for baking is for enjoyment, with chefs being classed amongst the happiest in their profession. Other popular reasons for baking are reduced food costs and the preferred taste of home-baked food in comparison to shop-bought products.

Parents are far more likely to bake than those without children, yet more parents admit they would choose not to bake due to a fear of it going wrong. Surprisingly, men are more likely to admit enjoying baking than women (57% compared with 49%), yet are less likely to bake.

. Introduction:

With ‘National Baking Week’ (18th – 24th October) around the corner, research reveals that many of us are not baking as much as we used to. With long working hours and hectic schedules, many are using a lack of spare time as an excuse for not spending more time in the kitchen. Despite the fact that many of us enjoy baking it seems the tradition is starting to disappear, with many claiming they lack basic baking skills and fear that it will go wrong. There are no mysterious ingredients in home cooked goods, they are often fresher and tastier than store-bought food and home baking can also cost a lot less in the long run.

So what can we do to encourage Brits to take the time to bake?

Joining us to discuss this further is TV celebrity chef and Ladette to Lady favourite Rosemary Shrager.

. Suggested Questions:

What does the research reveal about baking habits in our area?

What is the main excuse for not baking and why?

Why do you think people lack basic baking skills and why are so many of us afraid that baking will go wrong?

What are the benefits of baking?

What advice have you got for people who want to bake more?

Where can we find out more information?