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  • Lyle’s Golden Syrup teams up with TikTok influencer to reinvent flapjacks as youngsters replace parents and grandparents as UK’s #1 bakers
  • Flapjacks first mentioned by Shakespeare and now social media star Fitwaffle will take them to a whole new Gen Z audience via her 4.7m TikTok followers
  • Her new Air Fryer-friendly Flapjack Crisps recipe aimed at 18-24 year olds who now engage more with home baking than any other age groups
  • Decade of TV’s Great British Bake Off has made baking a piece of cake for Gen Z

Lyle’s Golden Syrup has teamed up with a TikTok baking influencer with over 4.7m followers to reinvent the traditional flapjack for Generation Z – after new research revealed 18-24 years olds are replacing parents AND grandparents as the UK’s biggest baking fans.

Sunday Times best-selling author Eloise Head, or Fitwaffle to her millions of social media followers, joins the iconic brand in an advisory role as Flapjack Creative Collaborator, to help update the Great British teatime snack first mentioned by Shakespeare in Pericles, Prince of Tyre over 400 years ago.

And she’s promising to breathe new 2022 life into the traditional recipe where Lyle’s Golden Syrup plays the leading role, starting with flapjack crisps – thin and crispy versions of the traditional bake which can be created in five minutes in an air fryer, resulting in a perfectly moreish crisp that’s delectably easy for dipping.

The partnership comes after new research reveals young people have replaced parents and grandparents as the nation’s most enthusiastic bakers.

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, a fifth of Gen Z (20%) 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.

But while younger generations are embracing baking more than other any age groups, traditional recipes remain favourite. The most popular sweet bakes among 18-24 year olds are:

  1. Victoria sponge
  2. Choc chip cookies
  3. Flapjack
  4. Choc brownies
  5. Cinnamon rolls
  6. Sticky toffee pudding
  7. Gingerbread
  8. Red Velvet
  9. Banana Bread
  10. Carrot Cake

Meanwhile, nearly two-thirds of Gen Z (62%) have reinvented a traditional recipe, the highest of all age groups – and the likelihood of doing this decreases with age. Around one in 10 (11%) of 18-24 would add dairy such as cheese to a flapjack to make it tastier, whilst a similar number (12%) would add vegetables, or even avocado (9%).

With Gen Z leading the way when it comes to experimenting in the kitchen, Lyle’s Golden Syrup now wants to help inspire other bakers to #fliptheflapjack at home.

Speaking about the new recipe, Eloise said: “Flapjacks are one of my favourite bakes. 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%). This could be down to the fact that they are also the least likely to use recipe books and instead take their cooking inspiration from social media and other influencers (49%).

Although keen on what’s trending, Gen Z are highly aware of making cost-effective recipes in the current cost of living crisis, with 54% saying they’d choose to make bakes such as flapjacks, using ingredients they already have in the cupboard. 53% of millennials agreed, compared to only 31% of those aged over 64.

Louise Coates, Brand Manager at Lyle’s Golden Syrup added: “It’s fascinating to see how Gen Z is embracing baking classic recipes more than their parents and grandparents. 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.”

For those who would like to try the flapjack crisps at home, here is the recipe:


  • 150g salted butter
  • 60g light brown sugar
  • 150g Lyle’s Golden Syrup
  • 280g jumbo oats
  • Dips: Lyle’s Golden Syrup and/or melted chocolate


  1. Melt the butter, light brown sugar, and Lyle’s Golden Syrup in a saucepan on a low to medium heat, stirring regularly until fully combined.
  1. Remove from the heat and fold in the oats until they’re fully coated in the mix.
  2. Line your air fryer or oven rack with a sheet of baking paper. Scoop one levelled
    tablespoon of the mix onto the baking paper and press it down into a thin disc shape or place a sheet of baking paper on top and use rolling pin to flatten, then remove paper.
    They will spread slightly so make sure there’s enough room in between them.
  3. Air fry at 180C for 5 mins, or in the oven at 180C for 5-6 minutes, then allow to
    cool fully.

For more information on the research and campaign please contact Clarion Communications: