The popularity of malt loaf has soared at Ocado thanks to its appearance on a Great British Bake Off episode.
Demand for the sweetened bread rose almost eightfold on Tuesday evening, when the first episode of the new series was broadcast.
Malt extract, a key ingredient in the loaf, was apparently up 7600 per cent, suggesting viewers planned to take on judge Prue Leith’s challenge themselves.
“We’ve known since the first lockdown that there is a keen interest in home baking across the nation,” Ocado chief customer officer Laura Harris said.
“The latest trends show an appetite to revisit the old classics, such as malt loaf.”
Revealing the technical challenge on Bake Off, now in its 12th series, Leith said: “This is a really old-fashioned recipe.
“Those of you who are under 35 may never have heard of it”.
First place was awarded to Maggie, a 70-year-old retired midwife from Dorset.