Chocolate spread, whipped cream and matcha-inspired twists are among Britain’s biggest cream tea crimes, according to new research commissioned by National Cream Tea Day founders Tiptree and Rodda’s.
The survey, released ahead of National Cream Tea Day on 26 June, revealed that one-third of Britons (33%) believe using chocolate spread instead of jam is the ultimate cream tea crime, whilst almost as many (32%) say using whipped cream instead of clotted cream is simply unacceptable.
Meanwhile, almost four in ten Britons (39%) say matcha-inspired cream tea twists should be banned altogether, highlighting just how passionately consumers feel about one of Britain’s most loved food traditions.
A quarter of Britons (25%) also believe poor-quality ingredients are among the biggest cream tea crimes, reinforcing the importance consumers continue to place on quality and provenance.
The research also revealed that cream tea traditions continue to spark debate across generations.
Nearly half of Britons (48%) selected Gen Z as the generation most likely to commit cream tea crimes, whilst four in ten (40%) believe younger generations are responsible for changing cream tea traditions.
Perhaps most surprisingly, it is Millennials leading the charge for tradition, with half of 25 to 34-year-olds (50%) saying they are concerned about changes to cream tea customs from younger generations.
Despite concerns around changing food habits, the findings suggest traditional cream tea values remain firmly intact.
Nearly two-thirds of Britons (63%) believe a cream tea without jam and clotted cream simply isn’t a proper cream tea, whilst the same number (63%) believe cream teas should always be made using British ingredients.
The survey also revealed just how passionately Britons feel about the subject, with more than one in four (27%) admitting they have argued about cream tea etiquette.
Whilst tea remains the nation’s favourite accompaniment to a cream tea, more than one in four Britons (27%) said Prosecco or Champagne is the ideal drink to enjoy alongside one, suggesting many consumers increasingly see cream tea as a celebratory occasion as well as a cherished tradition.
The findings reinforce the enduring appeal of the ingredients that sit at the heart of a traditional cream tea. Tiptree’s iconic preserves and Rodda’s Cornish Clotted Cream have been enjoyed as part of cream tea occasions for generations and continue to play a central role in National Cream Tea Day celebrations each year.
Commenting on the findings, James Procter-Blain, Head of Marketing at Tiptree, said: “Clearly here at Tiptree, we are proud to champion the classic cream tea experience – made with premium British Jam, and British Clotted Cream. But we’re not afraid to move with the times too – if people want to top their scone with chocolate or salted caramel spread, then they’ll find delicious versions of both in our range!”
Daniele Cole-Brown, Head of Marketing at Rodda’s, added: “It’s brilliant to see just how passionate people still are about cream teas. The fact that more than a quarter of people have argued about cream tea etiquette shows that this much-loved tradition still sparks plenty of debate and discussion.”
Tiptree, renowned for its preserves since 1885, and Rodda’s, makers of Cornish Clotted Cream since 1890, established National Cream Tea Day to celebrate one of Britain’s most loved food traditions and the quality ingredients that make it so special.
At a time when social media continues to fuel viral food trends and recipe hacks, the findings suggest consumers still place a high value on quality ingredients, British produce and the traditions that make a cream tea uniquely British.
National Cream Tea Day, created by Tiptree and Rodda’s, takes place on 26 June and celebrates one of Britain’s most loved food traditions, encouraging people across the country to come together over scones, jam and clotted cream.
