"Faking Britain: A Half-Baked Approach to Making Your Own" press release

Press release announcing that "through new research, Sainsbury's has identified a new breed of half-baker, with 46% of people taking serious shortcuts when it comes to preparing cakes and desserts, with the techniques most used by half-bakers including buying pre-made icing and readymade cake mix or mincemeat.
The results of the YouGov study of over 2,000 adults showed that a quarter of these crafty cooks cut corners due to time constraints or a lack of patience. For many however, it's a crisis of confidence as 15% lack the belief that they can produce a decent cake from scratch."
The press release also refers to Sainsbury's 'Stir up Sunday Baking Hotline' available on 20 November.