By Tara Sloane, Food & Drink Reporter
New research commissioned by Cornish bakery Ginsters reveals just how much effort Brits are willing to put into the things they love, with 75% agreeing it’s “very British” to go the extra mile for a passion, no matter how niche it may be.
From gaming and baking to beer-making and model railways, 37% of Londoners admit they’ve dedicated entire weekends to their passion. Across all activities, over a fifth (22%) of Brits have travelled around the UK to attend events, while a quarter are part of an online forum or Facebook group dedicated to their passion. Just over one in 10 (11%) have even created a spreadsheet to track their progress. For many, the dedication goes even further: more than a third (37%) have spent entire weekends focusing on their passions, 34% admit to regularly staying up into the early hours, and 16% have taken time off work. Meanwhile, just under a third (31%) spend 4-6 hours each week honing their craft.
Hobbies like gaming (48%), adult LEGO (30%), knitting & crocheting (27%) and beer/ale/cider making (16%) ranked high on the list. One in 10 UK adults (10%) build model railways, 9% grow competition-size vegetables, and one in twelve (8%) regularly take part in historical reenactments. Other popular pursuits include soap making (12%), miniature figure painting (11%), and metal detecting (11%).
To celebrate that same dedication, Ginsters, creators of the nation’s best tasting branded supermarket roll, is lifting the lid on its own obsessive pastry-making process in a new behind-the-scenes content series. The series is voiced by Emma Clarke- the TFL’s iconic “Mind the Gap” announcer. Emma delivers a new rallying cry in the bakery’s HQ: “Fill the Gap” – making sure no sausage roll leaves with so much as a sliver of empty pastry.
Emma said “After years of warning commuters about gaps, it’s a joy to celebrate one that’s finally being filled. These rolls don’t mess about – they’re packed tighter than the Central Line at rush hour”.
Stephanie Allen, Marketing Manager at Ginsters, said: “If a job’s worth doing, it’s worth doing well – and when it comes to sausage rolls, we don’t cut corners.’’
“That’s why we’ve opened the doors to Ginsters HQ to show the precision, craft, and yes, even the pastry shade-matching that goes into every Ginsters Sausage Roll.’’
“From counting each of the 80 perfectly flaky layers to taste-testing every batch, we make sure each bite is as golden, crisp and delicious as the last.”
With nearly 60 years of baking expertise, the Cornish brand has spent decades refining its iconic Large Sausage Roll – a true national icon in the UK. From careful inspections of all 80 layers of perfectly flaky pastry, to using golden tone swatches and expert taste testing, Ginsters is committed to maintaining the exact standards that have made this beloved classic a staple across the country. The new series, shows the serious effort behind pastry perfection.
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