Romance will be in the air next month - with the run-up to 14 February prompting bakers to fill their shelves with all things pink, heart-shaped and adorable... things a quarter of Brits can't stand. That's according to a recent YouGov poll which found that 25% of the population hates or dislikes Valentine's Day. For bakers this means that, in addition to loved-up consumers who want to be buying rose-topped cupcakes for their soulmates, there is a potential revenue stream in the swathe of singletons looking for a somewhat different take on the season.
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