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
- 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
CREAMY FRUIT JELLY
Total time: Ready in 10 minutes, plus setting time 10 minutes
- 135g strawberry jelly, cut into cubes
- 170g can evaporated milk
- 400g tub Nature’s Finest
- Tropical Fruit Salad, drained
STRAWBERRY AND ELDERFLOWER JELLY
Preparation time: 20 minutes
Cooking time: 3 minutes + setting
- 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
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