In times of crisis, it is common for people to resort to stress baking to relieve their feelings of anxiety.[1][2][3]

According to Emily St. James, "bread baking is a thing we do in a crisis".[4]

Before the COVID-19 pandemic, US company King Arthur Baking was in the process of rebranding; the company's rebranding studies had found that many of their customers engaged in baking at home during stressful times to comfort themselves and others.[5][6]

During the COVID-19 pandemic, many people engaged in pandemic baking.[1][2][4]

References

  1. ^ a b Pasanen, Melissa. "How the Pandemic Propelled King Arthur Flour Into the National Spotlight". Seven Days. Archived from the original on December 16, 2023. Retrieved 2024-02-12.
  2. ^ a b "The Baking Fervour: How COVID Transformed Bread Consumers into Bakers". Food Innovation Quarterly. 2022-10-10. Retrieved 2024-02-16.
  3. ^ Moniuszko, Sara M. "Best recipes for stress baking during the pandemic, from beginner level to challenging". USA Today. Retrieved 2024-02-17.
  4. ^ a b St James, Emily (2020-05-19). "How to bake bread". Vox. Retrieved 2024-02-15.
  5. ^ Zorrilla, Mónica Marie (6 October 2020). "King Arthur's First Campaign Since Its Rebrand Showcases the Joys of Baking Together". AdWeek. Archived from the original on November 20, 2020. Retrieved November 26, 2020.
  6. ^ Zorrilla, Mónica Marie (22 July 2020). "King Arthur Rebrands to Show It's About More Than Flour". AdWeek. Archived from the original on November 26, 2020. Retrieved 2020-11-26.
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