The Great British Bake Off’s Highest Earning Food Influencers 

Which winner’s cakes are worth the most on social media?

  • A new study from analysed the Instagram profiles of former GBBO winners to reveal who’s cakes are worth the most 
  • The data revealed 2015’s Nadiya Hussain as the winning baker with the highest potential social media earnings overall
  •  Last year’s winner Giuseppe Dell’Anno also makes the top three, earning up to £1,732 per post

As the 2022 series of The Great British Bake Off has officially kicked off, entertainment experts from analysed the social media profiles of the 12 previous winners to find out who has the highest potential social media earnings after leaving the show.

So, whose cakes are earning the most from each post? And, who’s suffering from a soggy bottom? Let’s find out…

The most successful Great British Bake Off Instagram winner rich list 

NameInstagram Followers Earnings per post 
Nadiya Hussain859,000 £                              3,726.87
Edd Kimber 403,000 £                              1,740.04
Giuseppe Dell’Anno241,000 £                              1,732.22
Rahul Mandal382,000 £                              1,649.65
John Whaite 301,000 £                              1,305.46
Candice Brown267,000 £                              1,156.84
Peter Sawkins252,000 £                              1,091.65
Nancy Birtwhistle190,000 £                                 815.91
David Atherton150,000 £                                 650.81
Frances Quinn79,000 £                                 454.57
Sophie Faldo43,100 £                                 316.15
Joanne Wheatley27,300 £                                 196.65

When it comes to whose cakes are worth the most cash on social media, Nadiya Hussain reigns supreme. She’s the highest earner on Instagram, making up to £3,726.87 per sponsored post, with a staggering 859,000 followers. With a string of TV appearances since winning the show, it’s no surprise to see Nadiya win star baker in this study. She has her own BBC TV show ‘Nadiya Bakes’, is a guest presenter on Loose Women, not to mention she’s also a contributing editor to BBC Good Food magazine.

2021 winner Giuseppe Dell’Anno has the second highest combined social earning power, with the ability to charge an estimated £1,732 for a sponsored Instagram post, with the very first winner Edd Kimber from 2010  just behind him in third, thanks to an Instagram profile worth £1,740 for a sponsored post. 

 Rahul Mandal from 2018 also makes the top five. He has the third highest number of Instagram followers (382,000) meaning he could earn a whopping £1,649 from a single post. Interestingly, unlike most of our winners, Rahul returned to his first profession and currently works as an engineering researcher at University of Sheffield. However, he’s still clearly an avid baker, as you’ll only find delicious food pics on his Instagram grid.

Strictly Come Dancing star John Whaite who won GBBO in 2013 also earns just over £1,300 per sponsored post with a huge 301,000 followers. He’s followed by Peter Sawkins who stole the nation’s hearts back in 2020 with his sweet charm and even sweeter cakes. 

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*Article provided by


Using social media data analysis tool Social Blade, Influencer Marketing Hub’s Social Media Earnings Calculator to calculate the earnings.

For reference you can see the full list of Instagram and Twitter handles here:

NameInstagram HandleTwitter Handle
Edd Kimbertheboywhobakestheboywhobakes
Joanne WheatleyjowheatleylifestyleJoanneWheatley
Frances Quinnfrances_quinnfrances_quinn
John Whaitejohn_whaiteN/A
Nancy Birtwhistlenancy.birtwhistlenancybbakes
Nadiya HussainnadiyajhussainBegumNadiya
Candice BrowncandicebrownCandiceBrown
Sophie FaldosophiefaldoSophieFaldo
Rahul Mandalbakewithrahulbakewithrahul
David Athertonnomadbakerdavidnomadbakerdavid
Peter Sawkinspeter_bakesN/A
Giuseppe Dell’Annogiuseppecooksgiuseppecooks

**Article includes affiliate links


About SpookyMrsGreen

SpookyMrsGreen: Mindful parenting and modern pagan lifestyle. See my blog for exclusive special offers, discount codes, health advice, eco-friendly tips, book reviews and more! Search #TheRedcliffeNovels and meet the vampires and werewolves of Cornwall, England.
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