Let’s Settle the Tea: Groundbreaking blind taste test reveals more than two thirds of Brits prefer jam-first on their scone

Few British debates are as hotly contested as what belongs in the perfect afternoon tea. From how you brew your tea, to whether milk goes first and how you layer your scone - these simple rituals have sparked more spirited discussion than which team will win the Premier League each season. To find out where the nation really stands, we surveyed nearly 2,000 people (1,852) from up and down the country to finally put these debates to bed. Determined to go a step further and settle the cream tea debate for good, we organised a first-of-its-kind blind taste-test involving the most critical part of afternoon tea…. the scones. Here’s what we found:

  • Blind taste test sealed it - 69% of Brits prefer the taste of jam on their scone first
  • Strawberry is the nation’s favourite jam - 67% chose it as their top pick over other flavours
  • Younger generations are more likely to go milk-last in their tea, while more than half of the over-85s stick to tradition and put milk in first
  • 93% say scones are essential for afternoon tea
  • More than one-third (36%) are willing to spend £30+ for a proper afternoon tea
  • Best time for tea? Over 70% insist it’s 2-4 pm
  • 57% want their sandwich crusts off
  • Nearly two-thirds (64%) think alcohol is fair game at tea

Cornish traditions reign supreme: More than two-thirds of Brits prefer jam-first on a scone

To put the debate between jam-first or cream-first firmly to bed, we embarked on a groundbreaking blind taste test. By pitting Cornish and Devon traditions directly against each other, we were able to reveal, once and for all, which combination the national genuinely preferred the taste of. To ensure our deep-rooted traditions were neutralised and impartiality was maintained, we extended our study beyond Cornwall and into the home city of Robin Hood, Nottingham.

Participants in both locations were given two scones each - one prepared the Cornish way (jam first), and one Devon-style (cream first), without knowing which was which. After tasting both, they voted for their favourite. The results? Decisive. Across both locations, 69% of people picked the jam-first scone, while just 31% chose cream first. That’s more than a two-to-one win for the Cornish approach! (Are we gloating? …maybe just a touch).

For Kevin Hopkins, a West Midlands-born participant in the taste test who now works in Cornwall, the first scone he tried (jam-first) was the definitive winner. He explained:

“There was a lot more taste and flavour to the first scone I tried. Having the texture of the cream on top made a massive difference. The jam wiped the taste of the cream out with the second scone, and there was no real texture.” 

Many other participants who also preferred jam-first cited the greater “sweetness” and “smoothness” of the Cornish combination over that of its Devon counterpart. 

Commenting on the study as well as the Cornish method coming out on top, Tom Woodley, our co-founder, said:

“At The Cornish Company, we’ve always championed the Cornish way of enjoying a scone - jam first, then cream - but we wanted to put the debate to the test once and for all."

"Our blind taste was our way of cutting through predetermined biases and letting flavour do the talking. We were absolutely thrilled to see more than two-thirds of Brits preferring the jam-first method."

“For us, the findings backed up what we already knew. Spreading the jam first allows the sweetness to soak into the scone while the rich clotted cream sits beautifully on top, creating the perfect balance of texture and taste. It’s the way scones were meant to be enjoyed - the Cornish way.”

Not only did jam-first knock cream-first out of the park in our taste test, our nationwide survey told the same story. Brits everywhere are backing the jam-first approach, with 80% of respondents confirming that the best way to devour a scone is to layer on the jam before the cream. This overwhelming majority suggests that what we've been doing in Cornwall has aligned with the nation's taste buds all along.

On the jam front, strawberry is the clear winner, with just over two-thirds (67%) choosing it as their favourite flavour. Runner-up raspberry should get an honourable mention as it was the choice for just over a quarter (26%) of respondents, and well ahead of choices like apricot and plum. For those with a sweet tooth, the country was almost evenly split on whether chocolate should feature at afternoon tea, with just under half (49.5%) saying yes, a small lead over those who said no (47.6%).

Tea before milk? Most Brits say yes.. But your nan might disagree 

While we were busy settling the scone debate, we couldn’t resist tackling another classic British controversy: should the milk go in first, or last? Findings reveal that just under 60% prefer to pour their tea first before adding milk, a clear majority. Meanwhile, just under one in three are loyal to the milk-first method, proving that some habits are hard to shake.

Younger tea drinkers tend to pour their milk last, with over 9 in 10 under-35s choosing this method, while more than half of those aged 85 and over still stick with tradition by pouring their milk in first. Whichever way you take it, one thing’s for sure - a good cup of tea is at the heart of any afternoon tea, with just over 83% agreeing that it’s the only proper drink for the occasion.

A third of us will drop at least £30 or more on the perfect brew and scone

Despite the nation’s tightening purse strings, Brits clearly aren't compromising when it comes to their afternoon tea experience. Over one-third of respondents (36%) revealed they'd happily spend more than £30 for a quality afternoon tea, while nearly one in six (16%) would even pay up to £50. In terms of where Brits enjoy their afternoon tea then one in five (21%) think there’s no place like home. 

7 in 10 Brits have a non-negotiable 2-4 pm tea slot

If you’ve ever wondered when the nation likes to sit down for afternoon tea, you probably won’t be surprised that just over 70% picked between 2 and 4 pm. The ritual itself dates all the way back to the 1840s, when Anna, the Duchess of Bedford, decided something was needed to bridge the long gap between lunch and dinner. Her solution? Afternoon tea, which was to be served in her rooms at 4 pm, complete with friends, cakes, and of course… tea. It’s safe to say that we’re still following her lead and tradition all these years later. 

Even Devon's cream-first heartland is surrendering, with 62% going jam-first

While the great afternoon tea debates unite the nation, a few regional quirks stand out. Cornwall, not surprisingly, leads the charge for jam-first scones with nearly 95% in agreement, but even in Devon, the heartland of cream-first, 62% still side with jam. When it comes to tea, Londoners are among the most likely to pour milk in last (63%), while in Newcastle, 34% buck the trend by putting milk in first and one of the highest rates in the country. Manchester is the capital of chocolate at afternoon tea, with 53% insisting it belongs on the cake stand, while Cornwall takes a more traditional stance, with only 44% in favour.

Two-thirds of millennials ban crusts, while over-65s think they've lost the plot

Across all age groups, British afternoon tea traditions mostly hold firm, but some generational preferences do stand out.  A sweet tooth fades with age as 59% of under-35s want chocolate at afternoon tea, compared to just 37% of over-65s. And when it comes to sandwiches, crusts are far more likely to be banished by the younger crowd, with 68% of 25–34-year-olds saying “crusts off,” compared to less than half of over-65s.

9 in 10 say you can't call it afternoon tea without scones

One thing is for certain: when it comes to what belongs in an afternoon tea, the scone still reigns supreme, with over 93% of respondents agreeing it’s absolutely essential for the occasion. While more than half (54%) admit that one is usually enough, there’s certainly no shame in going back for seconds… or even thirds. And it’s not just scones we’re particular about. When it comes to sandwiches, egg and cress is the top pick, chosen by over a third (34%), followed by smoked salmon (28%) and ham and cheese (14%). When it comes to bread choice, the battle was incredibly close. Brown bread edged out white by the tiniest margin (34% to 33%). And as for the finishing touch, more than half (57%) agree that afternoon tea sandwiches are best with the crusts cut off.

The debates might be settled, but afternoon tea is far from stuck in the past. And while tradition still rules when it comes to scones, sandwiches, and tea, there's always room for a little twist. Nearly two-thirds of people (64%) felt that alcohol should be served at afternoon tea,  proving that whether you prefer your cuppa with a splash of bubbly or just a spot of milk, there's no wrong way to enjoy this much-loved ritual.

 

Methodology 

Blind Taste Test: A blind taste test was conducted across two locations - Cornwall and Nottingham - to determine whether participants preferred jam-first or cream-first on their scone. Each participant was blindfolded to eliminate visual bias and presented with two scone samples:

  • Sample A: Jam applied first, then cream

  • Sample B: Cream applied first, then jam

The scones were identical in size, recipe and temperature and both the jam and clotted cream were served in standardised quantities. After tasting both samples participants were asked which scone they preferred. A total of 52 participants took part in the study and their responses were recorded.

Afternoon Tea Survey: In addition to the taste test, a national Afternoon Tea Survey was conducted in October 2025. A total of 1,852 British adults were asked a series of questions about their afternoon tea habits and preferences. The survey collected demographic information and explored regional differences in afternoon tea traditions.

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