Baking fever hits Sheffield

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BRITAIN’S new-found fascination with baking has reached South Yorkshire.

Trays, mixing bowls, whisks and cupcake stands have been flying off the shelves of 99p Stores across the area.

Branches including one in Sheffield city centre have experienced a 50 per cent increase in home baking products.

The surge comes as the BBC’s surprise ratings hit The Great British Bake Off begins its new series.

Brand bosses have decided to introduce more home baking products to its range in a bid to meet the demand.

Hussein Lalani, director of the UK and Ireland branches of the 99p Store, said: “It’s all the rage at the moment.

“Sales of home baking equipment have doubled in recent months, with sales of ingredients have risen significantly in South Yorkshire.

“There has been a revolution on the High Street,” he said.