The Great British Bake Off is under way for a new series, and – prior to its broadcast – #GBBO trended on Twitter for hours.

And, once the show had begun, fans of the BBC show stuck to the social networking site like pastry to an old tin as they starting picking up on one thing: the use of the word “moist”.

The first challenge of the series saw the bakers tasked with having to create drizzle cakes, and presenters Sue Perkins and Mel Giedroyc happily used the words “moist” and “moistness” several times to describe how their bakes must be.

Twitter was going wild within minutes, loving the use of the cheeky word and the innuendos, which included Sue telling the contestants they had “two hours to achieve ultimate moistness”.

Some people were loving it, some people hated it, others were just thrilled to see the show back regardless of the innuendo-laden talk.

Many disliked it.

Others were amused.

There were drinking games suggested…

And others were trying to calculate how many times the word moist was used.