Calendar An icon of a desk calendar. Cancel An icon of a circle with a diagonal line across. Caret An icon of a block arrow pointing to the right. Email An icon of a paper envelope. Facebook An icon of the Facebook "f" mark. Google An icon of the Google "G" mark. Linked In An icon of the Linked In "in" mark. Logout An icon representing logout. Profile An icon that resembles human head and shoulders. Telephone An icon of a traditional telephone receiver. Tick An icon of a tick mark. Is Public An icon of a human eye and eyelashes. Is Not Public An icon of a human eye and eyelashes with a diagonal line through it. Pause Icon A two-lined pause icon for stopping interactions. Quote Mark A opening quote mark. Quote Mark A closing quote mark. Arrow An icon of an arrow. Folder An icon of a paper folder. Breaking An icon of an exclamation mark on a circular background. Camera An icon of a digital camera. Caret An icon of a caret arrow. Clock An icon of a clock face. Close An icon of the an X shape. Close Icon An icon used to represent where to interact to collapse or dismiss a component Comment An icon of a speech bubble. Comments An icon of a speech bubble, denoting user comments. Ellipsis An icon of 3 horizontal dots. Envelope An icon of a paper envelope. Facebook An icon of a facebook f logo. Camera An icon of a digital camera. Home An icon of a house. Instagram An icon of the Instagram logo. LinkedIn An icon of the LinkedIn logo. Magnifying Glass An icon of a magnifying glass. Search Icon A magnifying glass icon that is used to represent the function of searching. Menu An icon of 3 horizontal lines. Hamburger Menu Icon An icon used to represent a collapsed menu. Next An icon of an arrow pointing to the right. Notice An explanation mark centred inside a circle. Previous An icon of an arrow pointing to the left. Rating An icon of a star. Tag An icon of a tag. Twitter An icon of the Twitter logo. Video Camera An icon of a video camera shape. Speech Bubble Icon A icon displaying a speech bubble WhatsApp An icon of the WhatsApp logo. Information An icon of an information logo. Plus A mathematical 'plus' symbol. Duration An icon indicating Time. Success Tick An icon of a green tick. Success Tick Timeout An icon of a greyed out success tick. Loading Spinner An icon of a loading spinner.

Sarah Pedersen: Candice can go from Baking Off to raking in

For use in UK, Ireland or Benelux countries only Undated BBC handout photo of Jane Beedle (right), Andrew Smyth and Candice Brown, who has been crowned champion of this year's Great British Bake Off.
For use in UK, Ireland or Benelux countries only Undated BBC handout photo of Jane Beedle (right), Andrew Smyth and Candice Brown, who has been crowned champion of this year's Great British Bake Off.

Great British Bake Off winner Candice Brown has the “savvy” to make a fortune from her new-found fame – according to a north-east media expert.

A record audience of 14 million tuned in to watch the 33-year-old PE teacher win the coveted culinary crown in the show’s grand finale.

As she embarked on a book-signing tour, the London-born baker was tipped by celebrity agents to earn a seven-figure sum from the victory.

Sarah Pedersen, professor of communications and media at Robert Gordon University, said she appeared to have the credentials to do that.

Professor Pedersen said: “I think she does – she is savvy enough, she is marketable and she has distinctiveness.

“She was definitely the most marketable of the three finalists.

“But it may not be because of her baking. The important thing is that you have something that makes you stand out from the crowd.”

Make-up deals might be an area where Candice – who wore a variety of bright lipsticks on the show – could cash in, Prof Pedersen suggested.

And she appeared to be deliberately creating selling-points for herself even while the show was being filmed.

“She was already positioning herself very carefully,” the academic said of her decision to make “showstopper” bakes in the form of an East End London pub and reference pearly kings and queens.

Prof Pedersen said: “Your 10 minutes of fame for a lot of these people is all you get, unless you have something distinctive.”

And in a reference to last year’s Bake Off winner she added: “Nadiya had that, it may be that Candice has it too.”

But she sounded a note of caution that those who represented reality show celebrities might not always have their best interests at heart.

“A lot of these celebrities’ agents will be looking for the quick win, not always advising with a view to the long-term benefit,” she said, stressing that she had no reason to think it would be the case with Candice.

An average of 14 million TV fans tuned-in to watch the climax of the programme’s last season on the BBC, compared with the average of 13.4 million who watched Nadiya Hussain take the crown last year.

Fellow finalist Jane Beedle urged viewers to keep watching the show when it moves to Channel 4 next year, without hosts Mary Berry, Sue Perkins and Mel Giedroyc.

Already a subscriber? Sign in

[[title]]

[[text]]