Waitrose reveals sales of jelly are up 45% compared to last year
If you thought jelly had disappeared into culinary history, think again as Waitrose reveals the retro dessert is having a revival with sales up 45% compared to last year.
In addition to buying ready-made jelly, the nation is also choosing to make jelly at home with recipe searches at Waitrose.com on the rise compared to last year, with a Strawberry Milk Jelly recipe up 140%, Red Berry Jelly recipe up 133% and a Seriously Fruity Rhubarb & Gin Jelly with Elderflower Cream recipe up 40%.
Aileen Wood buyer at Waitrose comments, ‘It’s great to see jelly having a renaissance - whilst always a fave at children’s birthday parties, the nation is definitely embracing the modern ‘adult’ varieties. The trend is definitely being driven by new and more grown up versions; at Waitrose we sell everything from traditional jelly flavours to more contemporary versions such as Elderflower Jelly with Berries'
The trend for jelly is also being backed by chef and health food blogger Deliciously Ella who has her very own berry chia jelly recipe.
Jelly has been given an adult makeover in recent years with self-proclaimed “jellymongers” Bompas & Parr using jelly to create everything from traditional varieties to glow-in-the-dark jellies. Bompas & Parr also create show-stopping ‘jellyscape’ which are composed of hundreds of different jellies, often using architectural moulds in a variety of colours and sizes.
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