Afternoon tea tipped as top trend for 2021

Waitrose is launching a selection of new cakes in response to the trend for afternoon tea and increase in at-home celebrations, which look set to continue in 2021.

Last year the popularity of the traditional pastime of afternoon tea soared as people looked to celebrate special occasions at home, and in the last week alone, searches on are already up over 1000% versus the same week last year as families turn to celebratory food and drink to mark their events in lockdown.

Champagne sales have bubbled by 52% suggesting we are elevating the traditional teatime to include a little sparkle for special events. Sales of cake stands at John Lewis are up 16% compared to last year as we ensure cakes are looking as suitably snazzy as tea at The Ritz.

Rosie Hancock, bakery product developer at Waitrose comments, “We saw sales of teatime cakes rise last summer by 95% which led us to develop a new offer of afternoon tea and celebration cakes, reflecting the demand for celebratory food and drink.

“With the current lockdown restrictions, we’re all seeking ways to make birthdays and other events really special – even if we can’t celebrate them with others outside our household. Cake is one of the little luxuries we can enjoy at the moment, so indulging in a treat of afternoon tea is the perfect way to celebrate an occasion.”

There are 30 new cakes in the range including selection of indulgent triple-layered cakes – Victoria sponge, carrot and lemon – ideal for afternoon tea. A wide variety of birthday, anniversary and baby celebration cakes also feature in the collection, including a narwhal, a beehive and a colourful dinosaur.

The show-stopping designs are made exclusively for Waitrose by the renowned Fiona Cairns bakery in Leicestershire, which uses only the best quality ingredients and hand decorated finishes for their cakes.

The range launches in branches and online from 14th January as part of the Entertaining by Waitrose & Partners service.

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