Operators, including bakeries, are being urged to support Afternoon Tea Week between 10 to 16 August to boost their businesses.

When it comes to afternoon tea, research found chocolate-based products such as éclairs to be the most popular option for operators followed by brownies, mousse, gateaux and macaroons. The survey of 100 menus from Jelly Bean Creative Solutions also found that bakeries and other outlets can charge over 40% more for offering the sweet treat.

Chocolate supplier Barry Callebaut has called on them to support the week, which has been growing in popularity since its launch in 2013.

Robert Harrison, sales director, Barry Callebaut, said: “Afternoon tea is increasingly sought out by Brits and tourists alike looking to experience the very best of British dining occasions.”

He said it provided an opportunity for retailers to draw customers in during periods of the day that would otherwise be quiet.

“This, combined with the universal appeal of chocolate will prove a win-win for operators and drive profits. We’re urging operators not to underestimate the money-making potential of chocolate within their afternoon tea offering,” he added.