Preheat oven to 180C/350F (all oven types).

Grease a loaf tin approximately 21 x 11 cm / 8" x 4" and line with baking paper, leaving overhang (see video).

Place Dry Ingredients in a bowl and whisk to combine.

Place Wet Ingredients in a separate bowl and whisk until combined.

Place Cinnamon Sugar ingredients in a bowl and mix to combine (it should be like a slurry, see video).

Make a well in the Dry Ingredients bowl. Pour in Wet Ingredients, then mix 12 - 15 times until just combined (few lumps ok, see video).

Spoon about 1/4 of the batter into the tin (about 1.5cm / 3/5" deep) and smooth surface.

Dollop about 1/3 of the Cinnamon Sugar over the batter.

Top with half the remaining batter. Dollop the remaining Cinnamon Sugar over the batter. Drag a butter knife back and forth (lengthwise and cross wisto make the swirls. Top with remaining batter - dollop it on, the more the Cinnamon Sugar is moved about, the more swirls!

Bake uncovered for 45 minutes. Then remove and cover with foil, and bake for a further 20 minutes or until a skewer inserted into the middle comes out clean.

Stand in the tin for 5 minutes before lifting it out onto a cooling rack. Allow to cool before slicing (can still be warm but don't slice while hot, may crumble). Moist and flavoursome enough to eat plain but a little extra butter doesn't hurt!