Currys PC World announces new ambassador

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Currys PC World has announced ‘baking star’ Luis Troyano as a new ambassador. As part of his activity with the retailer to promote its range of small kitchen appliances and cookware, Luis will be creating three dessert recipes, designed to inspire the nation to get into the kitchen.

Luis Troyano

Following his stint as a finalist in 2014’s Great British Bake Off, Luis has released his first cookbook, Bake It Great, influenced by his Spanish upbringing and full of family recipes handed down by generations. The amateur chef, whose creations were described as “pure alchemy” by Paul Hollywood, wrote the book to help break down the perceived complexity of baking and to help bakers of all abilities create beautiful recipes, the retail chain says.

With Currys PC World recording a significant demand for small kitchen products, it would appear that aspiring bakers around the UK have taken inspiration once again from the show. Sales of bakeware – including cake tins, decorating accessories and bowls – are up 222% year on year, while kitchen scales are also up 25%, the retailer notes.

Currys PC World head of category for small domestic appliances Matthew Higginson commented: “We are delighted to be working with Luis – he’s such an inspiration to home bakers and we hope his fabulous range of exclusive recipes will demonstrate that all you need is a little bit of passion and the right tech to create fabulous desserts at home.

“Our small kitchen appliance and cookware ranges boast a fantastic offering for our customers so it’s great to have Luis on board to showcase what baking magic you can create with them.”

Luis Troyano added: “Food remains my passion, and experimenting in the kitchen is something I love to do on a daily basis. With the right tools, even the most amateur baker can create stunning desserts that show flair in the kitchen and the range at Currys PC World has everything you need to help you do that.”

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