Once a cherished pastime, home baking has taken a backseat for many Britons as the demands of post-pandemic life make it harder to find the time. According to recent research by Anchor, the leading British butter brand, over half of the population (57%) would bake more frequently if they had the time, with many citing the return to office work and lengthy commutes as the main reasons for their reduced kitchen activity.
Anchor’s study highlights a growing trend: despite the well-documented benefits of baking, including its ability to boost mood and foster a sense of accomplishment, the practice is on the decline. A significant 39% of Brits still rank baking among their top hobbies, with nearly two-thirds (62%) enjoying the taste of homemade goods. However, the same research indicates that since the onset of the ‘new normal,’ the baking enthusiasm seen during lockdowns has waned. Whereas over 50% of respondents baked something each week during the pandemic, that number has now dropped to just over a third.
The research also sheds light on the barriers preventing more Brits from getting back into the kitchen. A lack of confidence is a major factor, with 46% of people admitting they don’t feel skilled enough to bake regularly. Additionally, 18% say they lack the necessary equipment, while 20% point to the mess created by baking as a deterrent. For those with busy schedules, especially those juggling work and commuting, the time investment required for baking has become too much to manage.
In response to these challenges, Anchor has introduced a new product aimed at simplifying the baking process: Anchor Squeezy. This innovative product offers the same high-quality butter Anchor is known for, but in a convenient squeeze bottle, making it easier than ever for both seasoned bakers and novices to create delicious treats without the usual hassle.
Sarah Corrigan, Brand Manager at Anchor, believes this new product could be a game-changer for home bakers. “Anchor Squeezy provides a solution for all bakers – whether you’re a pro who’s strapped for time, or a baking novice looking for the tools to whip up amazing treats,” she said. Corrigan also emphasised the importance of taste, noting that it remains the top priority for most bakers. “We’ve worked tirelessly to ensure Anchor Squeezy still delivers our signature buttery taste.”
To celebrate the launch, Anchor treated busy London commuters to freshly baked cupcakes on Pudding Lane, a nod to the city’s rich baking history. Former Great British Bake-Off contestant Howard Middleton was on hand to serve the treats, drawing attention to the convenience and quality of Anchor’s latest offering.
Anchor Squeezy is set to hit the shelves of Tesco and other major retailers by the end of September, with a recommended retail price of £3.35 for a 500ml bottle. As the product becomes available nationwide, Anchor hopes it will inspire more Britons to return to their kitchens, even amidst the pressures of modern life.
The introduction of Anchor Squeezy is timely, offering a practical solution for those who love baking but struggle to find the time or energy to indulge in their hobby. Whether it will reignite the nation’s love affair with baking remains to be seen, but for now, it promises to make the process a little easier – and a lot less messy.
