The $30 million taste of British summer

A recent public poll crowned strawberries and cream the definitive 'taste of British summer', with nearly 70% of Britons considering it the ideal seasonal food .

According to a Cadbury poll of 2,000 Britons , the treat is a staple of British summer, with strong ties to Wimbledon and childhood experiences.

The enduring British passion for strawberries and cream is a quintessential symbol of summer, yet its deep-rooted appeal extends far beyond mere taste.

Aroma and nostalgia: the secret to strawberries and cream's succses

Experts from the University of Oxford reveal that the dish's popularity is primarily driven by its evocative aroma, which triggers powerful, nostalgic memories.

Professor Charles Spence, a leading taste expert and Professor of Experimental Psychology, elaborates that brain scientists have long understood how smells and tastes can unlock vividly positie emotional memories.

The distinctive scent of strawberries, a complex blend of over 350 volatile aromas, is key, with the compound furaneol singled out for providing the signature sweet, caramel, and jammy notes that make the fruit so comforting and recognisable.

From wild berries to Wimbledon: the historical journey of strawberries in Britain

The strawberry did not become a widespread favourite until the 1800s, following the crossbreeding of American and French varieties.

This horticultural breakthrough yielded larger, sweeter fruits that could be commercially cultivated, and from that point, strawberries and cream steadily ascended to become one of the nation's go-to summer dishes.

The connection is not merely symbolic ; nearly half of Britons surveyed state that the treat reminds them of childhood strawberry picking, underscoring its deep personal resonance.

Quantifying the nation's obsession: Cadbury's survey results

Cadbury commissioned a survey of 2,000 Britons to identify favourite seasonal treats, and the results were decisive: nearly 70 per cent agreed that strawberries and cream is the ideal food to eat during summer.

The data also revealed that just over half of the population ensures they enjoy the classic pairing every single summer, solidifying strawberries and cream's position not just as a dessert, but as a cultural institution and the undisputed flavour of the season.