Few genres, though, wield as much sway over consumer behaviour as cooking shows. These programmes don’t just entertain: they inspire, educate and ignite frenzied action in kitchens and shopping aisles alike. From The Great British Bake Off (GBBO) in the UK to Cake Boss in the US and Masterchef in Australia, cooking and baking shows have transformed not only what people eat but also how they shop.
The meteoric rise of UK startups Crave and Flake Bake following their victories on Channel 4’s Aldi’s Next Big Thing demonstrates this power in action. Crave’s Free From snacks and Flake Bake’s Jamaican patties captured the hearts of judges and consumers alike, leading to nationwide distribution and unprecedented demand. Flake Bake’s Jamaican beef patties, for example, sold out within 48 hours of landing on Aldi shelves, prompting the retailer to quadruple its order to 100,000 units.
“Winning Aldi’s Next Big Thing has been transformative, Flake Bake founder Mike Williams told Bakery&Snacks.
“Our reach expanded significantly, and we garnered media attention from BBC News, ITV, The Independent and other major outlets.”
Baking shows captivate audiences with their perfect mix of artistry, competition and the universal comfort of baked goods. From Zumbo’s Just Desserts in Australia to Le Meilleur Pâtissier in France, these programmes demonstrate the love for baking knows no borders. But they don’t just entertain – they also influence sales. In the US, The Great American Baking Show has fuelled demand for dessert staples like almond flour and freeze-dried raspberries, while Netflix’s Nailed It! has sparked a surge in sales of pre-made cake mix.
TV’s transformative power is further illustrated by Cake Boss, which debuted in 2009 and turned Carlo’s Bake Shop in Hoboken, New Jersey, into a tourist destination. More than a decade later, the bakery still draws lines of eager customers down the block.
Crave: From niche startup to national sensation
For the London-based company founded in 2020 by food development expert Rob Brice – who identified a market gap for ‘normal’ free-from snacks – Aldi’s Next Big Thing was a pivotal moment.
“The show gave us exposure we couldn’t have dreamed of,” Brice told Bakery&Snacks.
“For a start-up with limited marketing budget, national TV coverage was a gamechanger. It put us on buyers’ radars and gave us the platform to showcase what our brand is all about. It’s not every day you get the chance to present your brand on primetime television.”
Crave capitalised on the buzz quickly, turning the spotlight into sustained momentum.
“Since the show, we’ve worked hard to launch products that customers genuinely crave, keeping us ahead in the Free From and vegan market,” said Brice.
“Although I can’t 100% say that we got a listing because of the show, the momentum we gained from Aldi’s backing has been instrumental in getting our products into more stores and building our reputation as a brand that does things differently.”
The partnership with Aldi didn’t end with the show. Crave also benefited from subsequent Special Buys campaigns, proving the lasting impact of their TV appearance.
“The volumes we’ve moved through these promotions have been significant,” said Brice.
“It’s shown us how critical it is to be ready for demand when you get that kind of exposure.”
BakeAway’s pastry takeover
In Britain, the ‘Bake Off effect’ has become shorthand for the annual consumer rush to supermarkets to stock up on everything from piping bags to puff pastry.
BakeAway’s head of Marketing Jennie Bosson calls GBBO “a real moment for us every year” as the show consistently drives a surge in sales for the ready-made pastry brand. During this year’s Pastry Week, while contestants tackled Spanakopita and Mille-Feuille challenges, millions of viewers at home felt inspired to try their hand at these creations, leading to a 7% increase in sales for BakeAway.
“Consumers watch the challenges and think ‘I want to try that,’ but skills in the kitchen can be a barrier – that’s where our products come in,” she added.
It’s a smart approach. BakeAway markets its products as a ‘blank canvas’, designed to empower bakers of all levels to experiment and succeed.
“We’ve taken away the technical challenges so that people can really embrace their creative side. Our ready-rolled pastry, for example, is the perfect thickness every time and even comes with baking paper,” Bosson told Bakery&Snacks.
“It’s about making baking enjoyable and achievable for everyone, no matter their skill level.”
Amplifying the influence with social media
Social media has become an extension of television’s cultural influence, turning inspiration from the small screen into viral trends.
“TikTok videos tied to bakes seen on TV are making baking accessible to a whole new audience,” Bosson told us.
“We’re finding that TV and social media trends have become very closely intertwined. While Bake Off has some complicated bakes that might seem unattainable to the average home baker, platforms like TikTok and Instagram are full of hacks to simplify these recipes to inspire people to get baking.”
According to BakeAway research, 55% of Gen Z Brits use TikTok for recipe inspiration, tackling everything from cheese & pesto pastry twists to recreating the viral Dubai chocolate bars. Millennials are equally captivated, with 73% saying baking is a meaningful way to spend time with loved ones.
“People are getting more creative and confident in the kitchen. It’s comforting, rewarding, and offers either a mental escape or a chance to bring families closer together.”
The influence of social media isn’t limited to baking either, as Anne-Marie Roerink, president of 210 Analytics, recently told this site.
“The impact of social media is tremendous,” she said, pointing to Logan ‘Cucumber Guy’ Moffit, whose #cucumbersalad videos have racked up billions of views.
“Stores are running out of cucumbers, with volume sales up 12% year-on-year in August and 18% in September,” said Roerink.
The stakes are equally high for bakers. In the American Bakery Association’s Bakery Playbooks series, 210 Analytic’s analysis highlights that 15% of bun and roll consumers say social media can prompt them to try a new type or brand, while 51% of Americans have turned to platforms like TikTok, Instagram and YouTube for recipe inspiration involving buns and rolls.
Riding the TV wave
Of course, this influence – be it TV or social media – only translates into success if a brand seizes the opportunity.
“The tricky part is that most times, viral sensations are rarely planned,” Roerink told us.
“Bakers need to think through their ability to scale quickly and have a reaction plan in place for when their product takes off. The eyes are out there, and being ready to meet the demand is crucial.”
BakeAway’s marketing strategy offers a masterclass in leveraging cultural moments to drive growth.
By collaborating with suppliers to share recipe ideas and launching timely campaigns tied to GBBO and other major events, the Northamptonshire-based chilled pastry and dough specialist – which is owned by the Cérélia Group – has transformed the show’s popularity into a springboard for success.
“While our PR strategy focuses on maximising occasions like GBBO, it’s not the only one we capitalise on,” said Bosson.
“Cultural events like the Coronation are fantastic for driving sales for us. The Coronation Quiche, for instance, brought shortcrust pastry back into the spotlight, showing how traditional dishes can feel relevant again.”
Pancake Day is another key opportunity.
“We make sure to lean into it with our brands, such as Abra-ca-Debora, our ready-made pancake line, and our recent partnership with Myprotein to create a range of protein pancakes.”
These moments, Bosson explained, capture the public’s imagination and spark excitement around baking, but the real challenge lies in turning that enthusiasm into brand opportunities. GBBO, she noted, “doesn’t just highlight classic recipes. It introduces people to new techniques and inspires creativity. As food manufacturers, we need to strike the right balance: staying true to our brand identity while finding fresh ways to connect with consumers who are eager to recreate what they’ve seen on screen.”
Brice echoed this sentiment.
“It’s not just about riding the initial wave of attention,” he said.
“You need to keep bringing something new to the table. For us, that’s meant focusing on first-to-market products like our Dodoughs while staying true to what our customers and buyers want.”
However, Bosson emphasised that capitalising on these trends doesn’t always mean launching entirely new products.
“Sometimes, the smallest tweaks – like featuring show-inspired creations on packaging or sharing simple recipes on social media – can have a significant impact. The goal is to make that aspirational TV moment feel achievable at home. People want products that fit seamlessly into their lives while also inspiring them to try something new and creative.”