Entrepreneur Richard Loynds, director of eBay start-up Yolli, attributes GBBO to a ‘huge renaissance in baking’ that inspired him to found the baking equipment and confectionary business which now employs 10 people in Blackpool.
Yolli is a baking and confectionary equipment company founded in 2012 as a spinoff of confectionary supply company Loynds. Yolli was founded in direct response to the renewed popularity of baking, prompted by the golden baking team of Paul Hollywood and Mary Berry.
Yolli employs 10 people, and has added an additional £850k in annual turnover to the Loynds business since 2012.
During the series premier of the show, eBay saw a 67% rise in interaction with baking products while the show was on air, climbing to 133% for the hour immediately afterwards. A cookware item is now purchased every 3 seconds on eBay from a smartphone, tablet or mobile device.
"Each series of Bake Off leads to a 45% sales increase for Yolli," said Richard, "with products related to each week's theme, such as cookie cutters which saw a rise of 30% in sales after this year’s biscuit episode.
"Our business owes a lot to the success of Great British Bake Off and other cooking programmes. We started up as an offshoot of Loynds back in 2012 when we noticed more and more people were buying our lollipop sticks to make 'cake pops' - a cupcake you eat off a stick. This gave us the idea to capitalise on the baking renaissance, and we now sell all manner of baking equipment – from moulds to piping bags!
"Whereas we previously sold exclusively to other businesses, the consumer baking boom means we are now able to sell to individual consumers; tapping into the trend. I see no sign of the British public’s enthusiasm for baking abating, with more and more people each year taking it up as a hobby. That’s good news for businesses like ours."
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