For National Strawberries & Cream Day on May 21st, new research has revealed that strawberries and cream is the summer flavour favoured by nearly two-thirds (62%) of Brits.

The survey of 2,000 UK adults was commissioned by British sweet maker Swizzels in a bid to uncover the quintessential elements of a British summer. From cherished pastimes to beloved foods, the findings paint a picture of what can be expected over the upcoming bank holiday weekend.

To coincide with the research and to celebrate National Strawberries & Cream Day, Swizzels has rolled out its Strawberry & Cream Squashies nationwide.

With BBQs a popular pastime for nearly half (44%) of Brits, the second most favoured food was BBQ sausages, with 30% of respondents associating these with a classic British summer.

However, contrary to the weather needed for a BBQ, more than two-thirds (64%) of people associate a British summer with drizzle, cloud, and torrential rain.

Other key findings from the survey put seaside visits, picnics, and pub gardens on the summer agenda, with tennis coming out as the most popular summertime sport. In contrast, only 19% of Brits said they associate a British summer with football ahead of a packed summer of sport.

Clare Lynch, Swizzels’ Senior Brand Manager said: “As the season begins, we’re excited to celebrate the fun and flavours that make a British summer truly special!

“With National Strawberries & Cream Day just around the corner, our survey highlights just how much we Brits still favour these classic summer flavours. From seaside trips to BBQs, it’s all about enjoying the tastes of summer as we spend time with friends and family this bank holiday and beyond.

“Our Squashies Strawberry & Cream flavour reflects our dedication to creating new and exciting, sweet taste sensations for our fans. It combines the winning British flavour combo with soft and moreish Squashies texture and is sure to be a popular choice this summer.”

Full survey findings:


Top flavours and foods associated with a British summer

  • Strawberries and cream (62%)
  • BBQ sausages (30%)
  • Pimms (29%)
  • Fish & chips (27%)

Sports most associated with a British summer

  • Tennis (65%)
  • Cricket (50%)
  • Football (19%)
  • Rounders (9%)

Most popular pastimes associated with a British summer

  • Seaside visits (47%)
  • BBQs (44%)
  • Picnics (37%)
  • Pub gardens (34%)

Weather conditions most associated with a British summer

  • Sporadic sun (47%)
  • Heatwaves (38%)
  • Drizzle (26%)
  • Cloud (20%)

*This online survey of 2000 UK adults (nationally representative on the basis of age, gender, and region) was commissioned by RMS on behalf of Swizzels and conducted by market research company OnePoll, in accordance with the Market Research Society’s code of conduct. Data was collected between 12th and 16th April 2024. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.