Scientists, engineers, and researchers on social media are using flour and sugar to illustrate complex concepts that range from demonstrating how mitosis works using peanut-butter cake, to pastries based on research about turning graveyards into protected environmental areas. The #BakeYourResearch phenomenon has a remarkable power to attract attention. Nooshin Sheidaei, who made the peanut-butter mitosis cake, had less than 30 followers on Twitter when she posted her cake. It has now been retweeted more than 50,000 times. University-wide competitions and hashtags such as #BakeYourResearch allow researchers to exercise their artistic muscles and share their creativity. A mycologist, for example, crafted a gorgeous bûche de Noël with hyper-realistic mushrooms growing out of the log-shaped cake.