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After all this time, can the cupcake still cut it?

Posted at 4:15 pm, June 16, 2013 in Food & Drink

Has the perenially popular treat finally been knocked off the confectionery top spot?

Is the cupcake still the cupcake? Presumably. Why wouldn’t it be? Well, last week the Evening Standard sent us into a tailspin by announcing that the eclair is the ‘new cupcake’. Apparently Selfridges has been shifting more of them than usual and Jamie Oliver quite enjoys one. Prior to this statement, the more excitable members of the food PR community had already sagely informed us that the whoopie pie (!) was the ‘new cupcake’ of 2010. In 2011, the same people told us it was the cake pop. (Although strictly speaking, shouldn’t that have been  the ‘new whoopie pie’?) In the interim, we’ve had macarons, marshmallows and popcorn.

Anyway, since Time Out has gone confectionery crazy this week in celebration of the opening of ‘Charlie and the Chocolate Factory’ at Theatre Royal Drury Lane, we thought we’d do a little sweet treat investigating and separate the real thing from the cupfakes. We’ve crunched some numbers (well, we’ve used Google’s fad-monitoring program Google Trends) and plotted  the popularity of the cupcake against whoopie pies, cake pops, macarons and eclairs over the last three years to find out which is really the most popular. The result? It wasn’t much of a bunfight – the cupcake remains the queen of the cakestand. Doesn’t look like anyone’s even heard of whoopie pies…

Verdict: The cupcake is the new cupcake. And the old cupcake. And the next-to-last cupcake…

For loads more confectionery-themed content timeout.com/wonkafun.

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