But as well as being known for her glam, aspirational image, Lawson is anything but out of reach to fans cooking in their own kitchens.
She happily replies on social media when people tell her they’re trying out her recipes. And despite being known as the Domestic Goddess, she has said she doesn’t feel she lives up to the (ironic) title of her bestselling book.
“When I interviewed her, she said the thing she loves most is when people share what they’ve made of her recipes and she gets into a conversation with them,” says Smith.
Her image is more than just that of a “sexy chef”, says Burrell.
“She is also amazingly camp and has a really dedicated fanbase within the LGBTQ+ community and she’s had amazing moments go viral,” she says.
Bosses at Channel 4 could well be hoping Lawson’s arrival will lead to a boost in viewers, for a show that’s now 16 years old.
“She represents a kind of originality that could help revive that slightly stale franchise,” says Burrell.
Bryan adds: “It’s reaching the point where people will apply for Bake Off who weren’t born when it started. It’s hard to sustain a show for that long. I think she’ll give it a big burst of rejuvenation.”
Heritage says the only other option would have been for Bake Off to hire one of its former winners – like Nadiya Hussain, external – that it’s been a “star-maker” for.
“I think now, because it’s presumably closer to the end than the beginning of Bake Off, it needs a big name to draw people back.”
Whether Lawson proves the magic ingredient will be put to the test when the new series hits screens in autumn.