Tesco Sales Indicate Afternoon Tea is Back on the Social Map

By Tesco Real Food, PRNE
Tuesday, February 22, 2011

CHESHUNT, England, February 23, 2011 - Tesco reveals that while the recession may have managed to see off many
of life's little luxuries it has actually helped to revive the quaint English
tradition of afternoon tea.

In the last year a new generation of Brits have taken the therapeutic
custom of gassing over a nice cup of char to heart - sending sales of scones,
cream cakes and speciality teas soaring in the process.

In that time demand for scones (
www.tescorealfood.com/Recipes/Scones.html#) across all retailers have
soared by 42% while 70s favourite mini rolls have rocketed by a massive 82%
(Kantar Worldpanel, Jan 2011).

In general cakes, pastries and cookies have grown by 10% (Kantar
Worldpanel, Jan 2011) across the market as the trend gathers momentum.

At Tesco (www.tesco.com/) the trend in the last year is even more
pronounced with increased sales of scones (62%), custard donuts (55%), cream
donuts (51%), choux buns (36%), carrot and orange cake (48%), coconut
macaroons (
www.tescorealfood.com/recipes/chestnut-and-chocolate-macaroons.html)
up 37% and frangipanes (36%).

Tesco Real Food (www.tescorealfood.com/) spokesperson, Karen
Poole
, said: "Sitting down with friends for a nice cup of char and a cream
cake is not only wonderfully therapeutic but also an affordable treat.

"And judging by these high and unexpected sales it seems a lot more Brits
are doing just that."

Tea producers Twinings stated that in the last year they have seen volume
sales increases of speciality blends, which are lighter in taste and
traditionally served for afternoon tea, with rises of Lapsang-Souchong (23%),
Ceylon (20%) and Earl Grey up 6%.

Karen Poole commented, "Afternoon tea along with the sandwich, pork pies
and fish and chips is one of England's proudest contributions to world
cuisine and for nearly 150 years was enjoyed by the rich and poor, young and
old alike. But it fell out of fashion 30 years ago with the arrival of fast
food culture and dropped further off the social agenda with the arrival of
American coffee shops in the late 90s which helped to all but kill off the
concept of afternoon tea.

"Now all that is changing and we are seeing the dawning of a new era for
this great social tradition."

About Tesco Real Food:

The Tesco Real Food website is packed with thousands of inspiring recipes
to suit any occasion. Whether customers are looking for a quick mid-week meal
for the family or something for a special event, visitors are sure to find
exactly what they're looking for. In addition, a range of step-by-step
cooking tips and videos to help improve kitchen skills can be found, as well
as healthy eating and cooking with kids sections. To make shopping even
easier, every recipe has a ready-made shopping list that can be used to add
all the ingredients to the shopping basket in just a few clicks.

    For more information please contact:

    Mike Baess
    Tesco Corporate & Legal Affairs
    New Tesco House
    Delamare Road
    Cheshunt
    Herts
    EN8 9SL
    +44(0)1992-646079

www.tesco.com/food

Mike Baess, Tesco Corporate & Legal Affairs, New Tesco House, Delamare Road, Cheshunt, Herts, EN8 9SL, +44(0)1992-646079

YOUR VIEW POINT
NAME : (REQUIRED)
MAIL : (REQUIRED)
will not be displayed
WEBSITE : (OPTIONAL)
YOUR
COMMENT :