A Sex And The City Scene Sparked The $1Billion Industry
Who decides what you want to eat each day? Not you, says David Sax, author of new book, The Tastemakers; Why We’re Crazy For Cupcakes, which examines the origins of different foodie trends.
New York Times food writer Sax cites a 20 second scene in Sex And The City (first aired 14 years ago!) as the catalyst for the global boom in sales. Carrie and Miranda made a mess eating theirs in front of New York’s Magnolia Bakery and voila, the cakes are given instant style status.
While they don’t move at the same pace as fashion fads, food trends, he says, are seriously big business. ‘I don’t think people realize the impact that food trends have,” he told the Metro. “They might notice cupcake shops everywhere, but don’t realise they amount to a $1billion industry and that they’re now in Paraguay and Pakistan.”
The route to mainstream hits, he says, can be sparked by anything – TV shows, cool new restaurants, or simply a good season for a particular crop- and the book charts the popularity cycles of everything from fondue to cronuts.
So, as if we even needed the excuse, here are our 5 favourite cupcake bakeries to follow on Instagram – enjoy!
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