TikTok fans are raving about a Flapjack Crisp, invented specifically for Gen Z by a baking influencer with 4.7 million followers.
Best-selling author Eloise Head – or Fitwaffle, as she’s known to her millions of social media followers – has teamed up with Lyle’s Golden Syrup after new research revealed 18-24 years olds are donning aprons, taking over the kitchen and baking up a storm.
The flapjack made its debut over 400 years ago – referenced by William Shakespeare in his Pericles, Prince of Tyre (1607): “Come, thou shalt go home, and we’ll have flesh for holidays, fish for fasting-days, and moreo’er puddings and flap-jacks, and thou shalt be welcome.”
Fitwaffle has breathed new life into the traditional recipe, with Lyle’s Golden Syrup playing the leading role. Flapjack Crisps are extra thin and crispy versions that can be created in five minutes in an air fryer. Described on TikTok as ‘perfect for dipping and sharing’, they’re inspiring a whole new generation of baking fans with over 100k views in the first 24 hours.
The Lyle’s Golden Syrup findings show that the 18-24 year olds are the age group most likely to whip up a GBBO-inspired treat, with just 5% having never baked compared to a quarter of over-64s.
In fact, 20% of Gen Z say they bake a whopping 4-6 times per week, double that of 25-34 year olds, thanks in part to social media, with 23.1 billion views of #baking and 5.2 billion views of #bakingrecipe hashtags on TikTok. Meanwhile, 62% of Gen Z have reinvented a traditional recipe, the highest of all age groups, with the likelihood of doing this decreasing with age. 11% add dairy such as cheese to a flapjack to make it tastier, while 12% pop in veggies, or even avo.
“Flapjacks are one of my favourite bakes,” said Fitwaffle.
“They’re so easy to make and one of the first things I learnt to cook. I love experimenting with recipes and I’ve really enjoyed creating the flapjack crisps.
“They’re delicious, and perfect for sharing and dipping. There’s nothing else quite like Lyle’s Golden Syrup, its buttery, sweet, caramelised flavour is unmistakable, and I always have some in my cupboard. I hope this recipe helps to inspire others to get creative in the kitchen and reinvent some of their favourite baked classics.”
The study also found that Gen Z are likely to have tried food trends, including Mug Cakes (41%) ‘pancake spaghetti’ (14%) and butter boards (22%). However, they are highly aware of making cost-effective recipes, with 54% saying they’d choose to use ingredients they already have in the cupboard.
“It’s fascinating to see how Gen Z is embracing baking classic recipes more than their parents and grandparents,” said Louise Coates, brand manager for Lyle’s Golden Syrup.
“Great British Bake Off has become a national TV institution, and nowhere more is it a top tier hit than with younger people.
“The flapjack is without doubt a Great British classic, as is Lyle’s Golden Syrup and its unmistakable taste. We’re excited to be to working with such a popular Gen Z foodie influencer like Eloise, to see how far we can take the flapjack next.”