Forget cucumber sandwiches and bog-standard scones, the afternoon tea market is being infused with global flavours, premium bread carriers, and a spot of theatricality.
With Afternoon Tea Week 2025 (running from 11-17 August) in full swing, British Baker dives into the British institution to discover what’s hot and why in 2025.
A price point of difference
Afternoon tea isn’t immune from the cost pressures facing operators and consumers right now.
“Some venues have had to raise prices, especially with ingredients and staffing costs going up,” says Annabel Lui, co-founder of London bakery Cutter & Squidge which serves afternoon tea at its Soho site as well as a selection of hampers and more for home delivery. “Now, more than ever, guests expect real value: top-notch service, unforgettable flavours, and an experience worth every penny.”
So, what is afternoon tea setting consumers back in 2025?
Research by group activity experts Groopeze found that the average price of afternoon tea in the UK currently sits at around £25-30 per person, but the price can vary significantly depending on the location and experience offered. For example, it found the London average to be closer to £50 with places such as The Ritz or The Savoy charging £65-85 per head – a figure which increases with Champagne. Further north in Yorkshire, Lancashire, and County Durham, Groopeze said afternoon tea for two can be found for the bargain price of £25.
“Afternoon tea is still seen as a cherished treat, but many are seeking more affordable, scaled-down versions”
“Some people are still prepared to splash out for a five-star experience, but their expectations are high, and the pressure is on to make sure that every element of their experience is perfect,” believes Emily Black, owner of Crieff-based pastry shop Ems & Co. This is leading some consumers, she adds, to invest in top-notch products from a local bakery and put on their own afternoon tea at home.
It’s a trend increasingly being catered to thanks to online shopping as businesses look to deliver the experience through new formats. Some retailers are even pre-packaging a selection of goods to help with this. Waitrose, for example, offers an Afternoon Tea Selection as part of its premium No.1 own label range which features two mini lemon drizzle cakes, two mini chocolate cakes, and two mini Victoria sponges – all for £7.50.
Royal cake maker Fiona Cairns has also got in on the action having unveiled its Signature Afternoon Tea (rsp £9) and Mini Cupcakes (rsp £5) box. The former contains mini versions of the firm’s bestselling cakes, including Chocolate & Cherry Loaf Cake, Lemon & Elderflower Loaf Cake, Raspberry & Rose Victoria Sandwich, and Fiona’s Signature Fondant Fancy.
“Afternoon tea is still seen as a cherished treat, but many are seeking more affordable, scaled-down versions – smaller portions, sharing platters, or take-home boxes,” says Pat Bills, managing director of Fiona Cairns. “For bakers and hosts, rising costs mean a greater emphasis on thoughtful, seasonal ingredients and creative presentation to offer beauty and value in every bite.”
Sandwiches get a glow up
Sandwiches are having a “serious upgrade”, according to Cutter & Squidge’s Lui. The afternoon tea staples are getting “bold new twists” which take them to a new level. Think “flavour upgrades that give traditional combos a delicious surprise – truffle sneaking its way into egg salad or a hit of umami with miso in a chicken sandwich”, she adds.
It’s a theme visible at SushiSamba in London which serves a Wagyu Katsu Sando with oscietra caviar and truffle mayo as part of its afternoon tea menu.
The rise of premium sandwich carriers is also helping to reshape the offering, says Samantha Winsor, marketing manager at Lantmännen Unibake UK. “Ciabatta rolls and French petit pains can be filled to deliver bold, on-trend Mediterranean-inspired flavours such as roasted red pepper and hummus or sundried tomato and basil, bringing a continental inspiration to the British classic,” she explains.
Sarah Frankland, head pastry chef at Pennyhill Park Hotel & Spa in Surrey, has embraced bridge rolls and spinach bread as part of the afternoon tea offering, but has added “texture and flavours” to the overall experience with mini quiches and smoked salmon roulade.
Tomato and spinach breads can also be found on the menu at Kings St Townhouse in Manchester featuring classic fillings such as honey roast ham with mustard mayo and smoked salmon, cream cheese, and cucumber. However, the venue also boasts a High Tea absent of sandwiches instead opting for a Pork & Caramelised Onion Sausage Roll, Mini Yorkshire Pudding & Braised Beef Short Rib, and Heritage Tomato, Basil & Cheese Arancini.
Sausage rolls also appear on Knead Bakery’s afternoon tea menu. Created by head pastry chef Mikey Topp for its Elkstone location, the afternoon tea stand also includes a Chorizo, Fennel & Harissa Mini Danish with Honey & Chilli Glaze alongside a Cheddar Cheese & Paprika Scone for added savoury options.
So, while some professionals point to an evolution of sandwiches on afternoon tea menus, are others pointing to extinction? Possibly.
“Sandwiches aren’t an essential of afternoon tea anymore,” states Emily Black. In her former role as pastry chef at five-star Scottish hotel Cromlix she removed sandwiches from the afternoon tea menu, favouring a more varied offering such as beef bourguignon croissant, chickpea & potato latke, tapioca cheese croquette with curry sauce, and a carrot lox cracker.
Interactive experiences take centre stage
Dry ice, sensory spritzes, and DIY sandwiches are just some of the interactive elements found on afternoon menus across the UK.
“Afternoon tea in 2025 is all about storytelling and interaction. Guests aren’t just coming for the cakes, they want theatre,” explains Gemma Logan from food & drink experts Bucket List. “Expect to see more themed teas where the food, music and decor work together to create a narrative. Think mystery-themed teas with clue-based menus, or botanical garden-inspired settings with edible flowers and teas brewed tableside in glass infusers.”
“Afternoon tea is no longer just a meal – it’s a memory in the making”
Pennyhill Park’s afternoon tea collaboration with Molton Brown serves up one example of this. The experience takes inspiration from Molton Brown’s signature scents with different ones utilised across the year including Delicious Rhubarb & Rose, Orange & Bergamot, Fiery Pink Pepper, and Mesmerising Oudh Accord & Gold. It starts with scented napkins, with the flavour profile featured in a special signature cake and throughout the teas. Even the shape and colour of the Eau de Perfum bottle is reflected in the cake that carries its name. The Delicious Rhubarb & Rose cake comprises vanilla mousse with rhubarb compote on a sablé biscuit topped with rose Chantilly.
Social media is one of the reasons behind the rise of theatrical afternoon teas as Cutter & Squidge’s Annabel Lui says consumers want “something magical, something they’ll talk about, and snap pics of for Instagram”. “Afternoon tea is no longer just a meal – it’s a memory in the making,” she adds.
To help with the memory making, you should involve “all the senses”, according to Matt Grenter, sales manager for patisserie supplier Symphonie Pasquier. “Music, aromas, plates with different textures – all the senses can combine to create a truly unusual experience.”
The most successful ones tend to be built around a theme, helping to set expectations and add clarity to ideas. Grenter points to popular TV shows such as Bridgerton, seasonal occasions like Christmas, Easter, and Halloween, and cultural events including the 250th anniversary of Jane Austen’s birth as all worthy of exploring through the magic of afternoon tea.
Indeed, the latter is exactly what Tylney Hall Hotel in Hampshire has done. Dubbed ‘Pride, Pastries & Pemberley’, the experience is said to bring the essence of the author’s beloved novels to life through a menu inspired by the Regency era. This includes a selection of finger sandwiches on different types of bread (onion, beetroot, and malted seed), mini cheese toasties, and signature plum cake.
It doesn’t have to be difficult for operators to keep things fresh though.
“Whilst the theme may change, the type of food served remains similar as versatile items are simply dressed up differently to accommodate for different afternoon teas,” Grenter adds. “A mini éclair may feature a piped butterfly and dusting of silver glitter for a Bridgerton afternoon tea, whilst at Christmas, this will be swapped for a candy cane and mini gingerbread man.”
While some prefer exquisitely crafted edible stories, others want to choose their own adventure.
Dean Harper, chef at Harper Fine Dining, points to a move towards “more personalised and interactive experiences”. “Customers now expect elements that engage multiple senses, like build-your-own mini pastries or savoury sandwich stations where they can customise fillings.”
There’s balance to be had though between weird and wacky experiences and a traditional offering. Bills from Fiona Cairns acknowledges that “afternoon tea is becoming more theatrical and experiential” but believes there is a “beautiful balance between tradition and innovation – delicate classics are reimagined with seasonal botanicals, playful presentation, and a touch of storytelling”.
British tradition, global flavours
Afternoon tea may be a uniquely British tradition, but that hasn’t stopped international flavours from making their mark.
It’s a trend coming from the wider bakery market as consumers seek exciting global flavours and formats to add excitement to familiar sweet treats and savouries. Middle Eastern and Japanese ingredients are highly flavoured at present, leaning into demand for floral or warming flavours, as well as umami ones, and earthy notes that can be delivered by matcha.
“We are seeing the influence of global flavours… with displays of visually inspiring, delicate sweet and savoury treats that are perfect for Instagram,” explains Jacqui Passmore, marketing lead West EU & AMEAP at Dawn Foods. She points to the likes of saffron, pistachio, and rosewater as they offer a “sophisticated and exciting twist” to a cake stand while cardamom and honey can introduce a “delicate but luxurious touch to scones, macarons and shortbread”.
Olivier Briault, pastry chef and development chef for Maple from Canada UK adds that “traditional ‘garden’ flavours such as jasmine, rose and lavender complement the genteel quality of afternoon tea while Japanese flavours such as miso and matcha, which are trending across all food categories, add a new dimension to both taste and visual appeal”.
One example of this in action comes from Rosewood London which hosts the Hokusai-inspired art afternoon tea. Created by executive pastry chef Mark Perkins, it features a dessert inspired by the Cherry Blossom & Warbler oil painting made of a Japanese roll cake with Sakura cherry jelly, sencha-infused ganache and yuzu chocolate. Other menu items include a soy marinated tofu tart with sesame seeds, cucumber, and pickled ginger, a Japanese yuzu cheesecake, and treat inspired by the Thunderstorm Beneath the Summit series of artwork comprising a matcha & pistachio feuilletine, chocolate mousse, and miso caramel.
“Flavour-wise, there’s a clear shift toward fusion – chai-infused desserts, rose and pistachio pastries, and savoury elements using tamarind, cumin, and fresh herbs,” says Suhel Ahmed, director at Tower Tandoori restaurant in London which is adding a South Asian-inspired Chai & Chaat afternoon tea to its menu in September. It will feature masala chicken naans, spiced scones served with mango clotted cream, and ghee-brushed breads alongside alcohol-free pairings.
“While five-star hotels may focus on presentation and luxury, independent venues like ours aim to tell cultural stories and offer a rich, immersive experience at an accessible price point,” Ahmed adds.
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