Afternoon tea has long been a beloved tradition, offering a cozy and elegant experience for those who enjoy a quiet break or a social gathering. But in 2024, the afternoon tea market is seeing some exciting changes and reinventions. One of the most talked-about topics is the humble scone—an essential part of any afternoon tea spread.

As discussed in a recent British Baker article, traditional afternoon tea components, like scones, have remained largely unchanged over the years. However, this notion was challenged by Anthony Saison, a key figure at Mademoiselle Desserts, who argues that the classic scone is “lagging” behind other categories in terms of innovation.

Reinventing the Scone for Modern Tastes

At Mademoiselle Desserts, we’re leading the charge in evolving the scone by introducing a trio of new flavoured scones. Our goal is to diversify the scone’s flavour profile, making it more versatile and appealing to a wider range of consumers. While traditional scones are often paired with cream and jam, we’ve expanded the scone experience to embrace exciting new ingredients and flavours that open the door to various occasions, including brunch.

By moving beyond the standard cream and jam pairing, we aim to show that scones can be enjoyed in different ways and at different times of the day, from a luxurious afternoon tea to a light brunch treat. This shift not only makes scones more appealing for younger and trend-conscious consumers but also gives tea providers more options to cater to a wider range of tastes and occasions.

Afternoon Tea: A Growing Market for Innovation

While tradition holds strong, the growing demand for innovation in the afternoon tea market cannot be ignored. Consumers are looking for something more than just a classic tea time experience; they want variety and creativity, and the addition of new, exciting scone flavours is just the beginning.

At Mademoiselle Desserts, we’re excited to be part of this evolution, inspiring afternoon tea providers with our reinvented scones. Whether it’s for a special celebration or a casual afternoon, the introduction of new scone flavours helps keep this beloved tradition fresh, exciting, and relevant in 2024.

For a deeper dive into the future of afternoon tea and how we’re shaping the scone’s evolution, be sure to check out the full article in British Baker.

Conclusion

As 2024 unfolds, we expect to see more afternoon tea providers embracing innovation while still respecting tradition. The humble scone is no longer just a side dish but is becoming the star of the show. By diversifying the scone’s flavour profile, we’re helping to make afternoon tea an even more enjoyable and accessible experience for all.

Read the full article here to explore the changing trends in the afternoon tea market.