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Jelly is declared 'the dessert of the summer'

Jelly for grown-ups! Children’s party favourite is hailed the ‘dessert of the summer’ by Waitrose as nostalgic millennials drive a spike in sales and give the treat an Insta-worthy update

  • Retro favourite Jelly has been declared the ‘dessert of the summer’ by Waitrose
  • Said sales spike is driven by nostalgic millennials rediscovering a childhood treat
  • Supermarket also pointed to the Insta-worthy colours and vibrant designs 

Jelly is enjoying a resurgence in popularity driven by nostalgic millennials who want to recapture the taste of their childhoods, according to Waitrose. 

The British supermarket has seen a spike in sales of the old-fashioned treat as stressed-out shoppers seek out familiar flavours for summer garden parties and BBQs. 

Traditionally a simple dessert, jelly has been given a grown-up update using experimental flavours, shapes and colours that ‘pop’ on Instagram. 

Taste of childhood: Jelly is enjoying a resurgence in popularity driven by nostalgic millennials who want to recapture the taste of their childhoods, according to Waitrose. Pictured, a mango and passion fruit jelly served with vanilla and mint infused Greek yoghurt and biscuit crumble 

Showstopper: Social media snaps show eye-catching creations filled with fresh flowers, shaped like cartoon characters and topped with delicate decorations. Pictured, a delectable dessert from Australian-based Instagram account The Jelly Revolution

Social media snaps show eye-catching creations filled with fresh flowers, shaped like cartoon characters and topped with delicate decorations.

London’s Michelin-starred Hide, which offers a Glazed Croissant Tartlet featuring a strawberry jelly on its summer menu, is leading the charge of restaurants bringing back jelly for a more sophisticated palate.

Sales of Waitrose’s jelly child desserts are up 21 per cent year-on-year, while gelatin, which is needed to make your own jelly, is up 13 per cent on last year. 

The supermarket has also seen a surge in interest in jelly dessert recipe ideas with ‘Lychee Cream with Pomegranate Jelly’ (+10%), ‘Creamy Fruit Jelly’ (+104%) and ‘Strawberry & Elderflower Jelly’ (+35%) proving particularly popular.    

Insta-worthy: Traditionally a simple dessert, jelly has been given a grown-up update using experimental flavours, shapes and colours that ‘pop’ on Instagram. Pictured, an ombre jelly dessert from Australia’s The Jelly Revolution, which specialises in creative jelly

Candy-coloured: A scrumptious yoghurt and strawberry jelly dessert shared on Instagram

Popular Instagram accounts including Australia-based The Jelly Revolution champion creative jelly recipes online. 

Waitrose senior development chef Zoe Simons said: ‘Once a childhood treat, jelly is experiencing a comeback as customers look for comforting and nostalgic foods with a grown up twist.

‘While ready to eat versions remain popular, we are also seeing people becoming more creative and making their own jelly from scratch to make a show-stopping dessert. Jelly adds a pop of colour to the table – and the Instagram feed.’ 

Jelly recipes for YOU to try at home 

Waitrose shares three of its most popular jelly recipes:

LYCHEE CREAM WITH POMEGRANATE JELLY 

Preparation time: 10 minutes + chilling and setting

Cooking time: 10 minutes 

Makes: 4

INGREDIENTS 

  • 2 gelatine leaves
  • 14-15 fresh lychees, peeled
  • and stoned, or 425g can
  • lychees, drained
  • 50g golden caster sugar
  • 300ml double cream
  • FOR THE POMEGRANATE JELLY
  • Seeds from 3 large pomegranates
  • 2 gelatine leaves
  • 2 tbsp sugar

 

METHOD 

CREAMY FRUIT JELLY

Total time: Ready in 10 minutes, plus setting time 10 minutes

Serves: 4

INGREDIENTS 

  • 135g strawberry jelly, cut into cubes
  • 170g can evaporated milk
  • 400g tub Nature’s Finest
  • Tropical Fruit Salad, drained

METHOD 

STRAWBERRY AND ELDERFLOWER JELLY

Preparation time: 20 minutes

Cooking time: 3 minutes + setting 

Makes: 6

INGREDIENTS 

  • 400g British strawberries, washed
  • 8 gelatine leaves
  • Juice of 3 lemons
  • 100g golden caster sugar
  • 150ml elderflower cordial
  • Clotted cream
  • 6 Waitrose Seriously Delicate
  • All Butter Rose Shortbread
  • 7g pack Cooks’ Homebaking Freeze Dried Strawberries, blended to a fine powder

METHOD 

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