Strawberries and cream has officially been crowned the ultimate taste of the British summer, beating out traditional rivals like barbecue sausages, seaside fish and chips, and scones with clotted cream.
A new study of 2,000 British adults, commissioned by Cadbury, revealed that 67% of people name the classic fruit and cream pairing as the flavour that most closely defines the sunny season. Over half of the nation admits to eating it every single summer, driven heavily by nostalgia. Nearly half of those surveyed say the taste reminds them of childhood fruit picking, while 40% immediately associate it with watching the Wimbledon tennis tournament.
The research was launched to celebrate the arrival of the new limited-edition Cadbury Dairy Milk Strawberries & Creme Frappe bar, which hits major retail shelves nationwide this June.
According to taste expert Professor Charles Spence from the University of Oxford, there is a clear psychological reason why the combo is so popular. He explains that ripe strawberries contain a key aroma called furaneol, which delivers sweet, caramel, and jammy notes. Brain scientists believe these specific smells and tastes trigger incredibly vivid, emotionally positive memories linked to outdoor traditions like picnics and garden parties.
The survey also waded into the classic “fridge vs. cupboard” debate, finding that a resounding 69% of Brits now store their chocolate in the fridge during the hotter summer months. Professor Spence noted a scientific benefit to this habit, explaining that humans naturally prefer foods that make a sound, and keeping chocolate chilled gives the bar a much better, louder “snap” when you break it.
Michael Moore, Marketing Manager at Cadbury, said:
“We know how passionate the nation is about summer flavours and the great ‘fridge vs cupboard’ debate. Our research proves that strawberries and cream are the definitive tastes of the season, which is why we’re so excited to launch the new limited-edition Cadbury Dairy Milk Strawberries & Creme Frappe bar. It’s a flavour that screams British summertime, and we’ve designed it to be the ultimate chilled treat – straight from the fridge.”
