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Afternoon
tea is pouring back into fashion! The most traditional of British
rituals once associated with aristocrats and the elderly is back en
vogue thanks to fashion glitterati, Kate Moss, Victoria Beckham and
Madonna having all been recently spotted enjoying this afternoon
indulgence. What's more, it's not just celebrities who are enjoying
this British tourism institution: findings from a new consumer report
revealed that six out of ten* Britons will also be planning to enjoy
an afternoon tea this summer.
To mark the come back of the
great British icon that dates back to the 1840s, Travelodge is
launching its own 99p quality cream tea at its top holiday spots
throughout the UK. The tasty treat will include an extra large scone,
a pot of Cornish clotted cream, a choice of strawberry or raspberry
jam and a collection of teas.
To examine the revival of the
afternoon tea, Travelodge polled 6,000 Brits to seek their views on
this famous indulgence. Findings revealed that unlike tradition,
where mainly women enjoyed afternoon tea, today 51% of British men
indulge in this afternoon custom too.
Other findings from the research revealed:
*
48% associate having afternoon tea whilst on a UK holiday or short break
* 17%
stated that they have afternoon tea at least once a week
*
13% said that they enjoy afternoon tea whilst shopping with friends
or their mum
* 14%
turn to afternoon tea when they are feeling 'down in the dumps'
Guy Parsons, Travelodge UK
Managing Director said: "Our budget 99p cream tea is going to
be a big attraction this summer with 2009 being such a big year for
the British holiday. Our seaside and tourism locations are booming
and we know that these customers want to enjoy our culture's great
traditions including the cream tea."
Keith Newton, Afternoon Tea
Connoisseur and founder of www.afternoontea.co.uk
said; "Rather than suffering a downturn during the credit
crunch, we have seen a steady month on month rise in visitors and
bookings, which is a testament to the fact that taking afternoon tea
is an increasingly popular occasion. Britons are turning back to
their traditional pastime, as it is comfort food at an affordable
price. The Travelodge 99p cream tea is the best afternoon tea offer I
have ever come across."
The consumer study also explored
the nation's view on the age-old argument of whether the 'Cornish' or
'Devonshire' way of making a cream scone is the right way. Findings
revealed that seven out of ten adults follow the 'Cornish' way of
making a cream scone by spreading jam first, followed by cream. Also
that with 64% of the vote, the nation's favourite tea to accompany a
cream scone is 'English Breakfast' tea.
Nicholas Rodda, Managing
Director, Rodda Cornish Clotted Cream, commented; "A cream
tea is an affordable way to indulge yourself. For generations we have
served the cream on top of the jam, which means you can fully enjoy
the pure and luxurious flavour that is Cornish Clotted Cream, or as
we sometimes call it 'Cornish Gold'."
Anne Tattersall, creator of the
world's largest cream scone said;" It all comes down to
personal preference. In Devon, we like to spread clotted cream onto
our scone first as it provides a good base between the sweetness of
the scone and jam. Our world record breaking 99lb cream scone is a
testament that the Devonshire cream scone is unbeatable."
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