The research - conducted by Tate & Lyle to coincide with Fairtrade Fortnight – suggests that the reason may be simple: baking has a male image problem. Men seem happy to cook, but 46% would rather barbecue than bake. Men at least have women’s sympathy – while 92% of mothers would like their partners to bake with their children, 48% recognise that dads would find the experience too stressful.

Children who find that their fathers are frosty about frosting, flummoxed by fairy cakes or fooled by fondant may also find that school or nursery fails to fill the gap according to the research. Of the parents polled, four children in every five have some kind of cookery tuition at school, but less than one in 10 does every week, and more than half do so only a few times a year at best. The Government wants compulsory weekly cooking lessons for 11-14 year olds in English schools from 2011.

To help encourage better baking during Fairtrade Fortnight and explain that its Fairtrade sugar carries no price premium, Tate & Lyle has recruited cupcake queen Lily Vanilli. Lily is creating man-friendly cake recipes using beer and bacon!

Tate & Lyle marketing manager Laura Graham says, “While baking is fun for the lad it seems stressful for the dad. If fathers tried to beat, blend, and fold, then their children would enjoy it and so would mum. They will soon realise a good sponge beats a barbecued spare rib.”

To find out more about Lily Vanilli’s recipes and Tate & Lyle’s Fairtrade commitment to date: http://www.tasteandsmile.co.uk/