As “The Great British Bake Off” makes its annual return to television screens, Bonusetu.com has revealed intriguing insights into the financial success and current careers of past winners. The study, which calculates the estimated Instagram earnings of former Bake Off champions based on their follower numbers and engagement rates, offers a snapshot of how their lives have evolved since winning the coveted title.
Leading the earnings is Nancy Birtwhistle, the Season Five winner from 2014. With an impressive 828,000 Instagram followers and a strong engagement rate of 1.55%, Birtwhistle is estimated to earn £2,052 per Instagram post. She remains active in the public eye with appearances on “This Morning” and continues to promote her five lifestyle books, covering baking, cleaning, and gardening.
Instagram Earnings of All Great British Bake Off Winners
| Season Winner | Season | Instagram Followers | Engagement Rate (%) | Estimated Earnings per Post |
| Matty Edgell | Season 14, 2023 | 455,100 | 1.94 | £1,748 |
| Syabira Yusoff | Season 13, 2022 | 91,200 | 1.11 | £570 |
| Giuseppe Dell’Anno | Season 12, 2021 | 270,700 | 0.59 | £1,140 |
| Peter Sawkins | Season 11, 2020 | 302,200 | 3.79 | £1,444 |
| David Atherton | Season 10, 2019 | 155,500 | 0.94 | £699 |
| Rahul Mandal | Season 9, 2018 | 468,600 | 0.67 | £1,368 |
| Sophie Faldo | Season 8, 2017 | 47,700 | 3.15 | £418 |
| Candice Brown | Season 7, 2016 | 262,400 | 0.16 | £912 |
| Nadiya Hussain | Season 6, 2015 | 890,700 | 0.35 | £1,596 |
| Nancy Birtwhistle | Season 5, 2014 | 828,000 | 1.55 | £2,052 |
| Frances Quinn | Season 4, 2013 | 80,900 | 0.37 | £402 |
| John Whaite | Season 3, 2012 | 295,900 | 0.94 | £1,368 |
| Joanne Wheatley | Season 2, 2011 | 26,900 | 1.46 | £182 |
| Edd Kimber | Season 1, 2010 | 462,900 | 0.83 | £1,368 |
Following Birtwhistle is Nadiya Hussain, who won Season Six in 2015. Despite a lower engagement rate of 0.35%, Hussain’s large following of 890,700 on Instagram helps her earn around £1,596 per post. Hussain has achieved considerable success in television, authoring six cookbooks, hosting six BBC shows, and writing for The Times, while continuing to engage fans with her recipes online.
The most recent winner, Matty Edgell from Season 14, earns approximately £1,748 per Instagram post. With 455,000 followers and a higher engagement rate of 1.94%, Edgell has transitioned from teaching PE and Science to focusing full-time on baking. He collaborates with brands like Carnation and Nestlé, plans to write a book, and is looking into expanding his cake business.
Other notable figures include Giuseppe Dell’Anno, winner of Season 12, who has immersed himself in the Cheltenham food scene, launching baking classes and releasing two cookbooks. Peter Sawkins, the youngest-ever champion from Season 11, has also made headlines with two cookbooks and recent graduation from a Las Vegas pastry school.
David Atherton, who won Season 10, keeps busy with his podcast “Sticky Bun Boys” and serves as an ambassador for pet food brands. Rahul Mandal, Season Nine’s victor, published a cookbook and continues to share recipes in The Times.
Sophie Faldo, Season Eight winner, runs a luxury cake business and teaches baking, while Candice Brown, from Season Seven, manages a pub and shares recipes from her cookbooks. Frances Quinn, from Season Four, has published a cookbook and hosts the series “Baking Playlist,” holding the world record for the largest Jaffa Cake.
Season Three’s John Whaite has a thriving brownie business and baking school, and Joanne Wheatley, from Season Two, maintains a Lisbon-based blog and has authored two baking books. Edd Kimber, the first-ever winner from 2010, tours internationally with his cookbooks and updates followers through his newsletter.
A spokesperson for Bonusetu.com commented: “As autumn arrives, fans eagerly await the return of Bake Off. With Prue Leith and Paul Hollywood back on our screens, this season promises new baking talents and the familiar charm that has made the show a beloved autumn tradition. From Edd Kimber to Matty Edgell, the journey from hopeful contestant to baking star continues to captivate audiences and inspire future contestants.”
The financial and career successes of these Bake Off winners reflect not only their talent but also the enduring popularity and impact of the show.