A self-taught Norwich baker with 2.5 million social media followers is on the rise as his first cookbook is published.
Bake it Better by Matt Adlard was released on August 29, which features "70 show-stopping recipes to level up your baking skills" - from chocolate chunk brownies to brioche cinnamon rolls.
The cookbook has already become a bestseller in 10 countries on Amazon and in Norwich it is available in Jarrold, Waterstones and The Book Hive.
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Mr Adlard, 32, said: "It is all about levelling up your skills so each bake comes as a pair, beginning with a delicious tier 1 recipe, followed by an elevated tier 2 version."
Those living in Norwich may recognise his surname as his dad David previously ran the Michelin-starred Adlard's Restaurant in Upper St Giles Street.
Matt initially followed a very different path and went to university to study international business.
He said: "I saw my dad slaving away at the restaurant and being a chef was the last thing I wanted to do.
"Then I made a cake as a bit of fun at university and it was a total disaster.
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"I am a bit of a perfectionist so aged 21 I started practicing making cakes, tarts and pastries and taught myself."
After graduating, he moved to London to work in advertising but quickly realised it wasn't for him.
Then in January 2016, he launched the Topless Baker YouTube channel, which gained thousands of followers and he was able to quit his job and move back to Norwich.
Since then, he has stripped his brand of the Topless Baker and is now just known by his name.
He has a thriving online baking school and has appeared on many TV shows, including as a judge on the Food Network in America.
Mr Adlard added: "My dad is very proud of what I have achieved - it has been a really wild journey."
Tickets are on sale now for the Bake It Better with Matt Adlard event at Jarrold in Norwich on September 28.
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