The humble cupcake has been revealed as the bake that stirs up the most nostalgia for residents in Greater London, according to new research.

The survey of 2,000 people from Dr Oetker finds that almost 3 in 5 (59%) Brits have fond memories of baking as a child, with 39% having the most memories of baking with their mums. But which bakes are considered the most nostalgic by region?

In Greater London, almost one in three people (30%) are more likely to bake something than buy it during the cost of living crisis – just higher than the national average of 28%. And whilst the nation’s favourite cake overall is Victoria Sponge, the people of Greater London prefer something a little simpler, with the no.1 most nostalgic cake in the city revealed as chocolate cupcakes.

The most nostalgic regions overall are the West Midlands (64%), the North East (63%) and Greater London (62%).

Further findings from the survey include:

Half of Brits (51%) agree that baking cheers them up when they feel unhappy
Victoria Sponge was the nation’s overall favourite cake with a 26% majority
Over a third (37%) agree the smell of a freshly baked cake brings back fond memories of childhood
Baking today brings back happy memories of my youth (31%)
Brits have the fondest memories of baking with mum (39%) and grandma (17%)
Almost 1 in 5 (18%) like to cheer people up by baking nostalgic cakes and treats
Dr. Oetker’s baking expert, Beth Stevenson said: “Cooking is a fantastic skill for kids to learn, but it can also be a great way to build some real, lasting memories. What the survey shows above all else is the power that baking can have. It’s very telling that a quarter of those surveyed are keen to pass their own happy childhood memories of baking down to their kids, and even making something as relatively simple as a Victoria sponge cake creates lasting memories. Baking is something shared down generations and within families, and it’s clearly an activity Brits are drawn to. It’s wonderful to see so many differences across the UK too!

It’s heart-warming to see that 51% of Brits turn to baking to cheer themselves up when feeling low. That’s literally joy in the making, and it’s what we’re all about. Baking itself has been known to have calming properties and turning to bakes of our childhood is a surefire way to make us feel warm and put us back into a happy place – just what people need right now.”

The full study, which also highlights the most popular cake split by region, can be found here: https://www.oetker.co.uk/inspiration/nostalgic-bakes