Waitrose customers set to host Bridgerton tea parties that will be the talk of the ton

Time for a Bridgerton tea party.

Waitrose

15 May 2024

Searches on Waitrose.com for tea party treats have seen large increases on the week
Mini desserts, mixed berry trifle and party sandwiches up 400%, 150% and 75% respectively
#AfternoonTea on TikTok has climbed 10 places - making it the 25th most used food hashtag on the platform in the past week

Dearest readers, the highly anticipated return of Bridgerton is upon us and no love story is complete without GOOD food. So our customers are preparing to host at home tea parties as all eyes turn to watch Penelope and Colin’s love story unfold.

Food lovers have descended to our afternoon tea inspiration page on Waitrose.com as visits increase by 400% compared to the same time last week. With top product searches including Mini Desserts, Mixed Berry Trifle, Victoria Sponge Cake and Sultana Scones increasing by 400%, 150%, 50% and 34% respectively. Sales of clotted cream and jam have increased 9% and 6% compared to the same time last year, as customers purchase the most crucial accompaniment for their scones and adding a beautiful frosted finish to the table - cupcake sales have increased by 47%.

Customers are also looking to get creative in the kitchen and bake up a storm with a number of recipe searches** including easy strawberry & vanilla jam, the perfect scones and toast & marmalade muffins up 100%, 67% and 54% compared to the same time last week, respectively.

Will Torrent, Senior Development Chef at Waitrose, said: “I love afternoon tea so much that I wrote a book about it! Afternoon tea is one of my favourite ways to eat - it’s quintessentially British and oozes elegance and indulgence. Putting together your own at home doesn’t have to be tricky - sandwiches, cakes and scones are must haves and the perfect place to start. You can be creative with your decorations, using fresh ingredients and display on a tiered cake stand to impress your guests. Our new Lemon & Lime Daisy Cheesecakes will make the perfect addition to your tea party - they look beautiful and taste even better.”

WR Lemon & Lime Daisy Cheesecakes

Bridgerton style tea parties have grown in popularity on TikTok with a number of content creators posting inspo ahead of release date - with @bridget.lucille, @nataliaelena and @adarachel21 racking up almost 2 million views collectively. #AfternoonTea on TikTok has also climbed 10 places to the 25th most used food hashtag in the past week and has seen an increase of 45% in usage compared to the same time last year.

Notes to Editors

*Search increases on Waitrose.com compared to the same time last week

Afternoon tea +34%

Victoria sponge cake +50%

Sultana scones +34%

Plum Jam +29%

Bakewell tarts +84%

Mini cupcakes +24%

Millionaires shortbread +100%

Party sandwiches +75%

Mini desserts +400%

Macaroons +75%