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Matt Adlard

This creator shares videos about baking and pastry. They explain the science behind various recipes, such as choux pastry, crème brûlée, and meringue desserts. The creator also demonstrates how to make specific bakes like donuts, cookies, cakes, and tarts, often referencing their book 'The Science of Baking'. They also feature collaborations with other chefs and bakers.

Where to find Matt Adlard

TikTok ·mattadlard
Followers808K
Avg views89K
Engagement7.4%
Sourced from public data
Instagram ·mattadlard
Followers1.1M
Avg views216K
Engagement5.2%
Sourced from public data

Stats updated April 2026 · Stats don't look quite right?

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What kind of content does Matt Adlard make?

Matt Adlard brings a scientific approach to the art of baking and pastry, demystifying complex techniques on TikTok and Instagram. His engaging videos break down the science behind beloved desserts like choux pastry and crème brûlée, while also offering step-by-step guides for crafting everything from donuts to intricate tarts. Matt's content, often referencing his book 'The Science of Baking', is perfect for brands looking to connect with an audience eager to learn the 'why' behind delicious creations.

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London’s BIGGEST bakery pop up! Alright save the date guys, Friday April 3rd, at @chestnut.bakery in Covent Garden, I’m doing a pop up to celebrate The Science of Baking! We have got the most incredible menu, lemon meringue croissants, muscovado choux buns, hot cross bun scrolls, lemon drizzle cake and more! We’ve got a GF option too 🎉 Doors open at 8:30am. It’s Good Friday so come and celebrate the bank holiday with me, I’ll be there all day, I can sign your book, and we can hang out. Can’t wait to see you!
Tell me that doesn’t look good 👀 Chocolate fondant is usually my go to dessert but now I just make a giant fondant cake! The thing I love the most, is it reheats SO well. Chill it overnight then bang it in the oven for a few minutes and you restore that amazing gooey centre. Full recipe is on my online classes ‘Bake It Better’ and one member is winning signed copies of both my books this month so sign up through the link in my bio!
Donut 101! There is nothing that beats a donut fresh out of the fryer, so testing this was my dream! Still a little warm, with that crusty glaze?! Oh my. Anyways, you should make these. The dough is easy to work with, and the final donut is so light and fluffy. I add milk powder and diastatic malt powder which I detail a little more in the written recipe but feel free to skip them. It’s a pretty straight forward dough, the only place you can go wrong is not proofing them for long enough, or undercooking your filled donut as these need a smidge longer to make sure the centre is cooked. Full recipe with lots and lots of info is on my website for free, just hit the link in my bio and enjoy!
How I didn’t become a NYT best selling author 😅 I remember the day pretty vividly and the crushing disappointment when I got that text. When I look back, I wonder if I was even close at all 🥹 But, seeing you guys with the book, and the countless messages you’ve sent of bakes you’ve made, puts a bigger smile on my face. The Science of Baking comes out tomorrow in the U.K. (April 16th worldwide) and I know you’ll love it. It’s a book like no other, and you know me, I don’t do things in halves 😂 click the link in my bio to get a copy and it will be on your door tomorrow eeeeek!

Who is Matt Adlard’s audience?

Matt Adlard's audience is likely comprised of passionate home bakers and dessert enthusiasts, drawn to his unique blend of scientific explanation and practical recipe instruction. Their intent signals are strong, indicated by exceptionally high engagement rates on both TikTok (7.44%) and Instagram (5.23%), significantly outperforming industry benchmarks (TikTok ~3.0%, Instagram ~1.5%). This suggests a highly receptive and actively involved community, eager to learn, replicate, and discuss his content, making them valuable for brands seeking to connect with a dedicated culinary audience.

Which creators are similar to Matt Adlard?

If you're looking for creators like this creator, you'll find them perfect for aspiring bakers and dessert enthusiasts who love to understand the science behind delicious recipes.

Ash Baber

TikTok @ashbaber · Instagram @ash_baber

This creator shares videos of themselves baking a variety of desserts. Their content features recipes for cakes, brownies, cookies, and other sweet treats. Many of the recipes are inspired by other bakers and creators. The creator also provides links to their written recipes on their website.

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Megan Weimer

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The creator posts videos primarily focused on baking and desserts. They share recipes for a variety of items including cakes, cookies, ice cream, and pastries, often featuring fruit flavours like berries, peaches, and citrus. Many of their recipes are presented as easy-to-follow guides with clear instructions.

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Pleese

TikTok @pleese · Instagram @pleese

This creator makes videos about desserts, focusing primarily on cookies and cheesecakes. They showcase various flavours and creative combinations, such as birthday cake cookies and sticky toffee pudding cookies. The creator also documents the production process, including making truffles by hand and assembling build-your-own cheesecake bars. They occasionally share behind-the-scenes content and discuss the business's journey.

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