Britain says jam first. London disagrees, new cream tea research reveals

Whilst Britain has voted in favour of jam-first cream teas, Londoners are refusing to follow the national verdict.
New research commissioned by National Cream Tea Day founders Tiptree and Rodda’s has revealed that whilst 53% of Britons believe jam should be spread onto a scone before clotted cream, more than half of Londoners (52%) favour the cream-first approach.
The findings make Greater London one of the few regions in Britain where cream-first comes out on top, highlighting a surprising divide between the capital and the rest of the country when it comes to one of Britain’s most enduring food debates.
The research was commissioned as part of National Cream Tea Day on 26 June, the annual celebration established by Tiptree and Rodda’s to champion one of Britain’s most loved food traditions and encourage more people to enjoy a traditional cream tea.
However, despite taking a different stance on the jam-versus-cream debate, Londoners appear to be among Britain’s strongest defenders of cream tea traditions.
Almost half of Londoners (48%) believe younger generations have changed cream tea traditions – the highest regional figure anywhere in Britain.
The findings suggest that whilst London may be willing to challenge the national consensus on how a cream tea should be assembled, many residents remain fiercely protective of the tradition itself.
The capital’s traditional streak extends beyond the order of jam and cream. Nationally, one-third of Britons (33%) believe using chocolate spread instead of jam is a cream tea crime, whilst almost as many (32%) say whipped or squirty cream has no place on a traditional cream tea. Meanwhile, almost four in ten adults (39%) believe matcha-inspired cream tea twists should be banned altogether.
The findings suggest that whilst Londoners may favour cream-first, they remain just as passionate about protecting traditional cream tea ingredients and customs as the rest of the country.
The survey forms part of a wider piece of research exploring Britain’s attitudes towards cream tea culture, traditions and ingredients. Nationally, nearly two-thirds of Britons (63%) say a cream tea without jam and clotted cream simply isn’t a proper cream tea, whilst the same number believe cream teas should always be made using British ingredients.
For Tiptree, famed for its iconic preserves, and Rodda’s, home of Cornish Clotted Cream, the results demonstrate that cream tea traditions continue to spark strong opinions, lively debate and passionate discussion across the country.
James Procter-Blain, Head of Marketing at Tiptree, said: “Tiptree is a proud Essex brand, so naturally we have a soft spot for our friends and neighbours in London. Particularly when they get the important things right, as they have done on this crucial issue. We look forward to the rest of the country catching up.”
Daniele Cole-Brown, Head of Marketing at Rodda’s, added: “Whether it’s jam first or cream first, for us at Rodda’s, it’s about enjoying the special cream tea moment. That said, one of the things we love most about National Cream Tea Day is that everyone has an opinion. The fact that people feel so strongly about everything from the order of the toppings to whether chocolate spread belongs anywhere near a scone shows just how much affection there is for this great British tradition.”
National Cream Tea Day, created by Tiptree and Rodda’s, takes place on 26 June and celebrates one of Britain’s most loved food traditions, encouraging people across the country to come together over scones, jam and clotted cream.