Brits Battle Over Cream vs. Jam as National Cream Tea Day Celebrates 10th Anniversary

As National Cream Tea Day celebrates its 10th anniversary (28th June 2024), it seems the nation has rekindled the timeless debate: cream or jam first? More than two fifths (44%) of Brits staunchly advocate for jam first, while just over a third (32%) prefer to dollop on the clotted cream first.

Rodda's, the iconic Cornish clotted cream brand and co-founder of National Cream Tea Day, unveiled this new research that also revealed a growing appetite for experimental cream tea alternatives. It seems Brits are keen to try unconventional fillings such as cinnamon, sugar, and apple slices (21%), lemon curd (21%), and raspberry preserves with almond butter (20%). Savoury options are also on the rise, with smoked salmon and cream cheese, and sweet chilli jam with cheddar gaining popularity.

Almost two thirds of Brits are eager to sample these unique twists, with Gen-Z and Millennials leading the charge. 

The research also revealed that younger Brits particularly associate cream tea with The Royals and hit shows like Bridgerton, The Crown, and Downton Abbey, and as a challenge to gender-based stereotypes, surprisingly, more men than women have enjoyed a cream tea in the past month.  Among the 75% who have indulged in cream tea, most did so within the last six months. 

The survey also highlighted that most men prefer to share a cream tea with their significant other, while women favour close friends, followed by their mothers, with partners coming in just third. Interestingly, nearly 1 in 10 (9%) men would love to have cream tea with their nan, and 13% of people would prefer to enjoy it solo, reflecting a growing trend in solo dining.

National Cream Tea Day has become a beloved celebration across the UK, with the nation’s largest cream tea gatherings raising over £1.4 million for charities over the years.  This year, to mark the milestone, Rodda’s has partnered with Michelin-starred chef Paul Ainsworth to unveil a gourmet afternoon tea tasting menu like no other. The best part? You can recreate these recipes at home.

This experience includes a selection of adventurous cream tea recipes like Cornish Gin and beetroot cured salmon, dill and lemon clotted cream on a chive and spring onion scone to a Traditional Cornish strawberry cream tea trio featuring fresh, poached, and jam strawberries with Rodda’s vanilla clotted cream - all paired with premium loose-leaf teas from JING.

No afternoon tea is complete without guests, and research reveals that David Attenborough tops the list of desired cream tea companions (15%), followed by The King (8%), Mary Berry (7%), Alison Hammond (7%), and Amanda Holden (6%).

Rodda’s founder Nicholas Rodda says: "As we celebrate the 10th anniversary of National Cream Tea Day, people across the nation will come together to enjoy one of the country’s favourite pastimes – scones, Cornish clotted cream, and jam. Whether you like jam first, or Cornish clotted cream first, we actually don’t mind! Just tuck and enjoy this special day.  If you can throw an afternoon tea party, selling cream teas and help raise crucial funds for charity, that’s even better."

Chef Paul Ainsworth of No6 in Padstow comments on his new 5-course tasting cream tea menu: “This cream tea menu offers a unique twist on the classic cream tea that blends sweet and savoury elements to create a truly unforgettable at-home experience. Rodda’s Cornish clotted cream has a rich, luxurious texture and its exceptional quality means each course is elevated to greater heights. Whether you're looking to explore new flavours or you’re someone who appreciates the comfort of a traditional cream tea, there's something for everyone to enjoy in this menu.”