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In February last year, the Bake Off effect reached a milestone: “cake” replaced “chicken” as the most searched-for word on the BBC Good Food website. Since the show launched in August 2010, Google searches for “cake” have more than doubled. The number of baking blogs has spiked, too, with tens of thousands more amateurs taking to the web to share their recipes, tips and pictures. Jo Wheatley, winner of the second Bake Off series, says her blog “Jo’s Blue Aga” has gone “from strength to strength. I get on average 1,500-2,000 hits a day.”
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