Make baking sessions cool with the KitchenAid mixer
If baking is the new rock and roll, the KitchenAid Artisan food mixer is its Fender Stratocaster
13 Mar 2013
With celeb chefs such as the Fabulous Baker Brothers enthusing about scones and sponges, baking has been called the new rock and roll.
You may be sniggering into your slice of Battenberg at the thought of Mary Berry playing air guitar.
But Mintel reckons more than three-quarters (79%) of us enjoy baking at home, with the figures suggesting our dirty weekends these days are all about sugar, self raising flour and spilt milk.
The retro vibes of baking a cake are perfectly in line with our love affair with vintage, and the old-school styling of the KitchenAid Artisan food mixer is a snug fit for hipster bakers and family cooks alike.
Bake Off bonanza
The Great British Bake Off, of course, has much to do with this cake-making renaissance. With its effortless blend of soggy-bottom banter and sumptuous sponges, the show has seen interest in baking rise like an organic sourdough loaf.
It has broken down any age and gender barriers that previously existed, making bakers of as many hip young men in kitsch jumpers as it has bubbly middle-aged mums.
Mintel's survey from late last year found more than one in five of us were doing more baking compared with a year earlier, with around 50% inspired by shows such as the Bake Off.
Rock out in the kitchen
If baking is the new rock and roll, the KitchenAid is its Fender Stratocaster. With 10 different speeds you'll be knocking out cakes like the Rolling Stones do riffs.
With a flat beater, dough hook and wire whisk included, you'll be ready to have a go at any task set by Paul Hollywood and Mary Berry.
And with the KitchenAid Artisan mixer featuring on the show, you know it'll be up to the challenge - even under the scrutiny of your harshest critics (be it flatmates, kids, or partners).
Eric Lanlard, star of Channel 4's Baking Mad, highlighted the ongoing obsession with retro fashion and culture when asked why cake-making has become so cool.
He said: "Baking is quite retro and it ties in with the vintage fascination that we've been enjoying in the UK for the last five or six years."
Vintage baking doesn't come much cooler than London-based Hummingbird Bakery. Its sumptuous cupcakes have helped make baking hip with kids who surf the web for handmade jewellery and vintage clothes and adorn Pinterest boards with the things they love.
Piled high with bright icing, the cupcakes are the kind you'd expect Betty Draper to serve up to her kids in an early episode of Mad Men.
And the mixer sports the same vintage styling of the show and the scran - all curves, color and classic coolness.
Fire up the KitchenAid and scour the Hummingbird cookbook for a retro afternoon in the kitchen.
Boys get baking
In days gone by baking was all about the girls, but last year's Great British Bake Off final was contested by three young blokes with trendy haircuts and lairy sweaters.
Following the lead of celebrity chefs, boys too are up to their elbows in flour and eggs, with Mintel finding two in three British men have baked at home in the past year.
Although we don't doubt this is because of their enjoyment of the nostalgia of baking, there could be an ulterior motive.
For it seems knowing your way around a Battenberg can cut a dash with the opposite sex. Tom Herbert of the Fabulous Baker Brothers said: "Put an effort into learning to bake and your fortunes in love will improve."
The Artisan's curvaceous lines display impeccable style to any potential new partner, while its mixing action will ensure the batter isn't overshadowed by the banter.
The KitchenAid mixer: great whether you're baking a flan for the family, cupcakes that make you look cool or a pie to pull a new partner.