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23 million Brits set to bake this Easter – but two in five creations will be binned

Brits are gearing up to bake 66 million sweet treats this Easter, but not every bake will emerge from the oven in perfect shape.

In fact, two in five Brits confess some of these may be destined for the bin.

A staggering 28% admit to burning their baked goods to a crisp, one in five (19%) have dropped the finished product on the floor, one in 10 (9%) have confused the sugar
for the salt, and 6% have even started a fire.

But for the 45% of bakers who doubt their kitchen abilities, help is on the way.

Introducing the Maltesers Easter Hop Line, coming to the rescue in London, Cardiff, and Edinburgh on Easter Saturday.

Delivering Maltesers Bunnies to cover any baking imperfections, the new service ensures help is just a hop away if your cakes are less cute and more catastrophe.

The new delivery service follows a poll of 2,000 adults who celebrate Easter and revealed that while half (48%) of Brits feel baking at Easter is a good activity to get
the family together, a third (32%) of their creations haven’t always been suitable to serve to guests.

And the top excuses for baking mishaps? A quarter (23%) admitted to getting distracted, while one in five (20%) said they didn’t follow the instructions correctly, and
18% overestimated their own abilities.

To save their tasty but botched bakes, many Brits have gone to great lengths with 38% shaving off the burnt bits, 37% hiding a mistake with icing or a decoration and
30% serving themselves the ugliest slice.

And it’s not only everyday Brits who mess up their bakes – celebrities are known for it too, with James Acaster’s cherry Bakewell flapjack flop on Great British Bake
Off named the nation’s #1 baking mishap, followed by Alison Hammond’s egg-less brownies, Paddy McGuinness’s gingerbread meltdown and Ryan Reynolds charred Christmas cookies.

But although the bakes might not always be perfect, two in five (39%) feel nostalgic about baking at Easter, and a third (36%) love it as a tradition.

Florence Kayll, Head of Easter at Maltesers said: “Easter has become the busiest time of year for bakers, and we all know pulling off the perfect bake isn’t as easy as they make
it look on social media. Maltesers Bunnies are the perfect way to cover any imperfections, turning your bake from drab to fab.

“To help those whose bakes don’t turn out exactly like they planned, the new Maltesers delivery service will deliver vital Maltesers Bunnies to homes across
the UK, making everyone’s bakes better with a bunny this Easter.”

The free-of-charge service is delivering Maltesers Bunnies and Maltesers in no time for any baking blunders this Easter Saturday.

Operating in London, Cardiff, and Edinburgh for one day only, city-dwellers can call the delivery service on 0800-5335-HOP (0800-5335-467) on Saturday 30 March 2024.
For those looking for Easter baking inspiration and ways to fix their botched bakes but are outside the hop line delivery areas, visit