Tesco sales indicate afternoon tea is back on the social map

Tesco reveals that while the recession may have managed to see off many of life's little luxuries it has actually helped to revive the quaint English tradition of afternoon tea.

In the last year a new generation of Brits have taken the therapeutic custom of gassing over a nice cup of char to heart - sending sales of scones, cream cakes and speciality teas soaring in the process.

In that time demand for scones across all retailers have soared by 42% while 70s favourite mini rolls have rocketed by a massive 82% (Kantar Worldpanel, Jan 2011).

In general cakes, pastries and cookies have grown by 10% (Kantar Worldpanel, Jan 2011) across the market as the trend gathers momentum.

At Tesco the trend in the last year is even more pronounced with increased sales of scones (62%), custard donuts (55%), cream donuts (51%), choux buns (36%), carrot and orange cake (48%), coconut macaroons up 37% and frangipanes (36%).

Tesco Real Food spokesperson, Karen Poole, said: "Sitting down with friends for a nice cup of char and a cream cake is not only wonderfully therapeutic but also an affordable treat.

"And judging by these high and unexpected sales it seems a lot more Brits are doing just that."

Tea producers Twinings stated that in the last year they have seen volume sales increases of speciality blends, which are lighter in taste and traditionally served for afternoon tea, with rises of Lapsang-Souchong (23%), Ceylon (20%) and Earl Grey up 6%.

Karen Poole commented, "Afternoon tea along with the sandwich, pork pies and fish and chips is one of England's proudest contributions to world cuisine and for nearly 150 years was enjoyed by the rich and poor, young and old alike. But it fell out of fashion 30 years ago with the arrival of fast food culture and dropped further off the social agenda with the arrival of American coffee shops in the late 90s which helped to all but kill off the concept of afternoon tea.

"Now all that is changing and we are seeing the dawning of a new era for this great social tradition."

About Tesco Real Food:
The Tesco Real Food website is packed with thousands of inspiring recipes to suit any occasion. Whether customers are looking for a quick mid-week meal for the family or something for a special event, visitors are sure to find exactly what they're looking for. In addition, a range of step-by-step cooking tips and videos to help improve kitchen skills can be found, as well as healthy eating and cooking with kids sections. To make shopping even easier, every recipe has a ready-made shopping list that can be used to add all the ingredients to the shopping basket in just a few clicks.

For more information please contact:
Mike Baess
Tesco Corporate & Legal Affairs
New Tesco House
Delamare Road
Cheshunt
Herts
EN8 9SL
01992 646079
www.tesco.com/food