The humble cream tea is enjoying a revival, with one in two (52%) of younger Brits saying the retro snack is finding a whole new audience online. But with cream teas making a comeback, so too is the age-old battle of which goes on first – jam or cream.
In fact, a third (30%) of Brits say they have strong feelings about the order of the cream vs. jam, with 36% adamant that the way they apply them is ‘correct’. Surprisingly, people in Plymouth (46%) have the strongest views about their cream teas, followed by Londoners (39%), whilst those in Stoke-on-Trent (39%) are the most likely to argue with you about which way you should top a scone.
According to new research from Costa Coffee, almost four in 10 (37%) admit they’ve judged someone for doing it the ‘wrong’ way, while 20% say they have previously refused to eat a scone assembled in what they consider the wrong order.
Rather than taking sides, Costa Coffee believes it may have found the perfect solution – a perfectly balanced swirl of jam and cream, piped simultaneously using a specially created dual piping bag – offering a playful compromise that brings both sides together.
To mark the occasion, the very first dual-swirl scone was served to the Mayors of Saltash and Kingsbridge at Costa’s Saltash store. Sat on the border of Devon and Cornwall, the store marks the symbolic home of Britain’s famous cream tea rivalry.
Councillor Brian Stoyel, Mayor of Saltash said: “We’re proud that Saltash has become the home of Britain’s latest chapter in the great scone debate. The beauty of Costa’s 50/50 scone is that it celebrates both traditions rather than choosing between them. After trying it for myself, I can confirm it’s every bit as delicious as it sounds – proof that sometimes bringing people together is even better than settling the argument.”
Andrea Stewart, Global Head of Food said: “Our research shows Britain remains divided when it comes to how people top their scones, so we thought it was about time someone brought both sides together. Rather than choosing between two much-loved traditions, we wanted to create a playful compromise that celebrates both approaches and gives everyone a way to enjoy their cream tea. And we couldn’t think of a more fitting place to launch the dual-swirl than Saltash, sitting right on the Devon-Cornwall border.”
Whether you’re Team Jam or Team Cream, customers can once again enjoy Costa Coffee’s much-loved scones, returning to the menu for the first time in more than five years. Available in more than 1,000 stores, customers can also tuck into the new Afternoon Bundle*, featuring a regular hot or iced drink and a scone served with jam and cream, from just £6.49 in selected stores until the end of October.
The research suggests that as younger generations rediscover nostalgic British traditions, the great cream tea debate is also finding a new audience online.
In fact, research found that the TikTok generation is rediscovering a host of retro pastimes, including cream teas (52%), picnic baskets (48%), Victoria sponge cake (36%), floral summer dresses (36%) and afternoon tea in the garden (29%). More than half (53%) say these traditions remind them of simpler times, while 47% believe they inject more fun into their lives.
When it comes to choosing sides, the research found that 71% claim that jam should go on first (the Cornish way) and 29% believe that cream and then jam (the Devonian way) is the only option.
One in five (22%) go a step further and say they’ve got into a heated debate with a friend, with 19% admitting they are in a relationship with someone who disagrees with the way they top their scone – highlighting how passionate some people remain about the nation’s favourite teatime treat.
So, it’s no wonder that to avoid any debate or discussion, a quarter (26%) change the order in which they dollop on jam and cream depending upon who they are with.
And the debate doesn’t stop with the toppings, the research also found that 55% pronounce “scone” to rhyme with “gone”, while 45% say it rhymes with “bone”. One in three (36%) have silently judged someone over their pronunciation, with 37% unable to hold it in so much that they ended up correcting them.
Despite the long-running feud, there are signs Britain may finally be ready to call a truce, with 57% saying they’d welcome a compromise that let’s everyone enjoy their scone their own way, and 79% agreeing that the traditional cream tea is a Great British food classic.
Whether you’re Team Jam, Team Cream, or somewhere in between, customers can enjoy Costa Coffee’s Afternoon Bundle in selected stores until Wednesday 21 October 2026.
