ITS OFFICIAL: CADBURY DECLARES STRAWBERRIES & CREME IS THE TASTE OF SUMMER – AND A TASTE EXPERT REVEALS WHY

The announcement comes with the launch of a new, limited-edition Cadbury Dairy Milk Strawberries & Creme Frappe bar – designed to be chilled – as new research adds a fresh twist to the great ‘fridge vs. cupboard’ debate.

Cadbury is kicking off summer by crowning strawberries and creme the nation’s favourite summer flavour and settling one of its greatest culinary quarrels: should chocolate be kept in the fridge? With new research revealing the majority of Brits prefer their chocolate refrigerated, Cadbury is launching the ultimate chilled treat – the new, limited-edition Cadbury Dairy Milk Strawberries & Creme Frappe bar.

Inspired by the ultimate chilled summer drink, the new bar is designed to be enjoyed straight from the fridge. This lands as new research of 2,000 Brits reveals the cold-choc camp is leading the way, with over two-thirds (69%) of people now storing chocolate in the fridge during summer. The research also confirms that strawberries and creme are the undisputed taste of the season, with an overwhelming 92% agreeing it is an iconic flavour. 

For many, the flavour is deeply nostalgic, with nearly half (46%) saying it reminds them of childhood strawberry picking, while 40% associate it with Wimbledon. To unpack the science, Professor Charles Spence, taste expert and Professor of Experimental Psychology at the University of Oxford explains:

“The English craze for strawberries is thought to have begun early in the 19th century. While wild berries were eaten in medieval times, the market really exploded when large, sweet American and French hybrid varieties were successfully cross bred, transforming the fruit into something of a national sensation here in Britain.

“And the research supports what we know to be true – that there is little that is more reminiscent of the English summer than the smell and sweet taste of a perfectly ripe strawberry. The distinctive smell of strawberries in fact, results from the combination of more than 350 different volatile aromas. However, one of the key aromas is furaneol: This provides the signature sweet, caramel, and jammy notes in strawberries.

“It is this distinctive smell and taste of strawberries that is so comforting. It is a very nostalgic scent, redolent of summer picnics, garden parties, tennis and other outdoor sunny British traditions.”

“Brain scientists believe that smells and tastes can trigger such vivid and emotionally-positive memories, which is why the taste of ripe strawberries and cream evokes such a strong sense of summer in us.”

And for the 69% of Brits who prefer their chocolate cold, Professor Spence confirms there is science behind the satisfaction: 

“We like foods when they make some noise,” he explains. “One of the benefits of putting chocolate in the fridge is that you get a better snap when you break a fridge-cold bar of chocolate.”

According to Professor Spence, starting with colder chocolate can also prolong the melting sensation in the mouth, creating a slower, more indulgent eating experience.

Michael Moore, Marketing Manager at Cadbury, added: “We know how passionate the nation is about summer flavours and the great ‘fridge vs cupboard’ debate. Our research proves that strawberries and creme are the definitive tastes of the season, which is why we’re so excited to launch the new limited-edition Cadbury Dairy Milk Strawberries & Creme Frappe bar. It’s a flavour that screams British summertime, and we’ve designed it to be the ultimate chilled treat – straight from the fridge. Whether you’re a seasoned chiller or newly converted, this bar is the perfect indulgence for a sunny day.” 

The new limited-edition Cadbury Dairy Milk Strawberries & Creme Frappe bar is the perfect companion for sunny afternoons, park picnics, and outdoor gatherings, available nationwide in major retailers from June.

Research information: Research conducted by Perspectus Global on behalf of Cadbury, surveying 2,000 nationally representative UK adults between 19th May 2026 – 21st May 2026.

Product Information:

• Product: 115g Cadbury Dairy Milk Strawberries & Creme Frappe Bar (limited-edition)
• Availability: Nationwide in major retailers from June 2026
• Price: £1.75*

*Prices are recommended only. Retailers are free to set their own prices