Anastasia Duncanson, who received her job offer iced on a cake, will be in charge of monitoring buying trends prompted by the show in 492 of the retailer’s stores.
Duncanson commented: “Being chosen to watch TV and react to baking trends is an absolute dream job so I am delighted to be appointed to the dedicated role of ‘bake officer’.
“I will be keeping a close eye on trends and managing demand to ensure we satisfy the baking needs of our 11 million customers.”
The baking enthusiast has ensured that the most popular ingredients are stocked in store, with the chain noting that last year it saw an ‘unprecedented spike’ in sales of glacé cherries and almond extract (up 163% and 110% respectively).
Earlier this month, Morrisons slashed prices on its bakery, cakes and desserts by an average of 18% as part of the retailer’s biggest price crunches on 1,045 products.