User:Valereee/Stress baking

In times of crisis, it is common for people to resort to stress baking to relieve their feelings of anxiety.

According to Emily St. James, "bread baking is a thing we do in a crisis".

Before the COVID-19 pandemic, US company King Arthur Baking was in the process of rebranding; the company's rebranding studies had found that many of their customers engaged in baking at home during stressful times to comfort themselves and others.

During the COVID-19 pandemic, many people engaged in pandemic baking.