Plymouth has emerged as the UK’s strongest supporter of putting jam on a scone before clotted cream, despite sitting at the heart of Devon, where the opposite approach has long been regarded as tradition. The finding has added a fresh twist to one of the South West’s most enduring food rivalries.
Research commissioned by Tiptree and Rodda’s ahead of National Cream Tea Day found that 68 per cent of Plymouth residents favour spreading jam before cream – the highest proportion recorded in any UK city.
The survey of 2,000 UK adults found that, nationally, 53 per cent of people believe jam should be spread onto a scone before clotted cream, compared with those who favour the cream-first approach.
The result contrasts with the traditional Devonshire method, which sees cream spread onto the scone before jam. Researchers said Plymouth’s preference more closely aligns with the Cornish approach to serving a cream tea.
At the other end of the scale, London was among the strongest supporters of cream-first cream teas, with 52 per cent of residents favouring that method.
The research also examined opinions on what belongs in a traditional cream tea. One-third of respondents said using chocolate spread instead of jam was the biggest cream tea “crime”, while 32 per cent said whipped or squirty cream should not be used. However, eight per cent said salted caramel spread was their preferred topping.
Nearly two-thirds of those surveyed said a cream tea without both jam and clotted cream could not be considered a proper cream tea. Strawberry jam was named the nation’s favourite preserve by 62 per cent of respondents, while the same proportion said clotted cream was the only acceptable cream option.
The survey also found that more than a quarter of Britons had argued about whether jam or cream should go on first.
Commenting on the findings, James Procter-Blain, head of marketing at Tiptree, said: “This is a travesty.
“Clearly jam is the hero within the Cream Tea, and deserves to go on top.
“Even the late Queen agreed with us on this one.
“We will be demanding a recount – these figures are clearly incorrect. This is Fake News.”
Daniele Cole-Brown, head of marketing at Rodda’s, added: “We’ve always said the cream tea debate brings out strong opinions, but even we were surprised by quite how passionate people are.
“Whether it’s jam first or cream first, for us at Rodda’s, it’s about enjoying the special cream tea moment.”
National Cream Tea Day takes place on Friday, June 26 and was established by Tiptree and Rodda’s to celebrate the traditional combination of scones, jam and clotted cream.
Research methodology: Censuswide surveyed 2,000 UK adults on behalf of Tiptree and Rodda’s between June 5 and June 8, 2026.
