Bakers Journal

Strawberries and cream voted most ‘British’ flavour: survey

May 4, 2022
By Bakers Journal

A staple of warm summer days and lining the aisles of Wimbledon Championships – Strawberries and Cream reigns supreme as the most iconic British flavour, as found by a poll from The Delicious Desserts Company.

Almost three quarters of Brits regarded the summer classic as the ultimate British flavour and this was found to be consistent across all regions and ages.

The company surveyed 2,000 Brits asking them which flavours they considered to be the most iconically British. Strawberries and Cream was the top choice, followed by rhubarb and custard, and summer berries.

Despite Sticky Toffee pudding being a traditional dessert for many years, first created during the Second World War, the flavour failed to make an impression on the older generation with only one-third of this age group considering it to be an iconic British dessert. About 43 per cent of people under 35 voted for its place in the British hall of fame.


The research also found that the over-55s liked simple, fruity flavours. Half of this age group considered apple to be iconically British – double that of the under-35s. About half of those over 55 favoured summer berries (compared to 34 per cent of the under-35s).

“It is interesting to see how each generation views these flavours – from older generations looking more fondly on simple, classic flavours to younger people favouring the punchier, more intense taste sensations,” said Claire Smith, head of insight at The Delicious Dessert Company. She added that the company is reinventing traditional staples for a new age including Sticky Toffee and Strawberries and Cream and have a special celebration creation on the way for Queen’s Jubilee weekend.

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