Banana bread and sourdough? So lockdown 1.0. According to Waitrose, this time around, it’s all about the deliciously sweet and sticky Swedish cinnamon bun. No complaints here.
The supermarket giant reports that searches for ‘cinnamon buns’ on Waitrose.com are up 60% on last month, while searches for ‘cinnamon bun’ and ‘cinnamon rolls’ are up 320% and 400% year on year respectively. Clearly, we’re a nation obsessed. Cementing the cinnamon bun’s cult bake status, sales of bread flour and yeast – the key ingredients – are up a whopping 200% and 247% on last year.
If you’re yet to experience the taste sensation that is a cinnamon bun – or kanelbullar if we’re getting all Paul Hollywood about it – let us enlighten you. A popular Swedish treat made from rolled dough and glazed with sweet sticky icing, cinnamon buns are usually enjoyed around 11am when Swedes break to drink coffee, eat pastries and bond with friends or colleagues. Now that is a morning ritual we can get on board with, even if it does have to be over Zoom.
So, if you fancy unleashing your inner Bake Off contestant – because what else is there to do in lockdown? – Waitrose has kindly shared it’s most popular cinnamon bun recipe by former contestant Martha Collinson. Taking just an hour (including proving), making them is easy – trying not to eat them all in one day is the hard part. At least not before you’ve uploaded that all-important #cinnamonbun pic to Insta, of course.