Yorkshire bakery and patissiers, Just Desserts, has seen a significant rise in cake sales thanks to the Jubilee and Great British Bake Off effect. The Shipley based company has seen more than a 60 per cent upsurge in sales of its traditionally handcrafted cakes in the last 3 quarters.

The award-winning baker has seen an increase in sales of its Victoria Sponge by 57 per cent, its Coffee and Walnut cake by 61 per cent, Fat Rascals by a huge 91 per cent and Lemon Cake has seen a 46 per cent uplift. It believes the Queen’s 60th Anniversary celebrations and the baking boom resulting from the hit tv show has contributed to consumers indulging in buying, as well as baking, more cakes.

Just Desserts sells into the foodservice and hospitality markets and has enjoyed this sales rise particularly in the café sector, supplying outlets including Boundary Mills store cafes and the Lakeside Café at Roundhay Park, Leeds.

James O’Dwyer, managing director, Just Desserts said: “Despite tough economic conditions, we are enjoying an increased period of sales, as more and more consumers are looking for an affordable, indulgent treat of a cake and coffee, as purses are squeezed. Afternoon tea has seen a resurgence since the Jubilee celebrations and consumers are swapping an expensive restaurant meal out for a high tea with a slice of Victoria Sponge.”