Apple crumble reigns supreme – but is the Great British trifle on the brink of extinction?

Britain’s love affair with pudding is as enduring as a Sunday roast – but while some classics are thriving, others are quietly vanishing from our plates.

According to new research from Creams Café, apple crumble has officially been crowned the nation’s favourite nostalgic dessert. Yet, in a bittersweet twist, the beloved trifle – once a staple of British dining – is teetering on the edge of extinction.

Apple crumble took the top spot with 29% of the vote, followed by apple pie (22%). Trifle still holds a respectable place in the hearts of many (20%), alongside rice pudding (20%) and jam roly poly (18%). But despite its popularity, trifle is becoming a rare sight on restaurant menus. Over half of Brits (54%) say they either never see it or can’t remember the last time they did. That figure jumps to 67% when including those who haven’t seen one in over a year.

This isn’t just a culinary oversight – it’s a cultural shift. Generational preferences are evolving. While over-55s remain loyal to apple crumble (31%), younger Brits aged 18–34 are reviving jelly and ice cream (24%) as their nostalgic go-to. And although 59% of respondents still favour traditional desserts over modern ones, 37% believe these classics need a revamp to stay relevant.

Enter Creams Café, the UK’s largest dessert parlour, which is leading the charge to rescue Britain’s endangered puddings. Its strategy? Reinvent the classics with a modern twist. And it’s working. The Oreo Trifle Treat is now the best-selling item on the menu, joined by the Pineapple Caramel Trifle Treat and Jelly & Ice Cream Sundae.

This revival isn’t just about flavour – it’s about feeling. Over half of Brits (57%) say they crave nostalgic comfort food, with Gen Z showing the strongest cravings (67%). Social media, particularly TikTok, is playing a key role in this resurgence, with 43% crediting it for the popularity of retro-inspired desserts.

“We couldn’t believe that despite demand for modern takes on retro desserts, almost nowhere serves them,” said Everett Fieldgate, CEO at Creams. “Trifle, in particular, seems to have been wiped off menus – which is why we’ve brought it back with a modern twist that’s already become our top-selling product this summer.”

Creams Café isn’t stopping there. It has launched a petition to give trifle protected status, warning that without action, many of Britain’s beloved desserts could disappear from menus altogether.

Their retro line-up is a nostalgic dream: sticky toffee pudding, banoffee hot pocket, black forest hot pocket, lemon meringue “cheesecakundae,” caramel apple crumble pie, and a chocolate cake & meringue doughnut – all designed to tempt a new generation while giving long-time pudding fans something to celebrate.

As editor, I believe this movement is more than a trend – it’s a reclamation of culinary heritage. A tad excessive, maybe but the challenge now lies with chefs, restaurateurs, and food producers to embrace innovation without losing the soul of tradition. Because if apple crumble can reign supreme, surely there’s still room at the table for trifle.