New flavours and classic treats: how to sell summer desserts now

The temperatures are rising and thoughts are turning to lighter, brighter foods – and thankfully, summer’s fine food larder is packed to the brim with options to tempt customers’ tastebuds. Gone are the hankerings for cosily-rich puddings and sponges, and in comes the desire for effortless indulgences that cool the palate and can be thrown together in an instant.

A summertime hero

“Summer brings a different mindset,” agrees Leanne Crowther, founder of The Glorious Mess. “Customers want desserts that feel light and effortless — think barbecue or al fresco gatherings. Everyone instantly leans in when dessert is served. They’re looking for easy wins without fuss.” 

Low and slow cooking may be the order of the day when it comes to barbecued meats, but when it comes to the sweet stuff shoppers are looking for easy wins. “Customers want shortcuts,” continues Leanne. “Something they can throw together in minutes, but that still looks and tastes amazing.

“Summer is when our meringues really come alive. They pair beautifully with gelato and ice cream — any flavour goes. Of course, fresh cream and fruit – it’s about experimenting. Classic British strawberries, raspberries, kiwi, blueberries, banana. You can’t go wrong.”

In terms of upselling opportunities, there are plenty. “Curds, compotes and caramel drizzles add an extra something, and if you have roughly chopped nuts, pretzels, crumbled biscuits - well now you’ve got a showstopper. It’s about a modern take on Eton Mess. The ultimate summer dessert.”

The joy of ice cream

Another perfect instant seasonal dessert is ice cream; it is one of summer’s greatest indulgences – and with good reason. Done right, its delectable creaminess and patchwork of flavours is exactly what we fancy when the warmer weather hits… but until now, the mass-produced alternatives have been much easier to get hold of than the good stuff.

Thankfully, options abound in 2026 and innovation is playing a key role. “We’re seeing some really creative developments across the UK,” begins Catherine McNeil, director of the Ice Cream Alliance. “For example, Lick Gelato in Northern Ireland has introduced canned ice cream, making it easier to transport and is visually striking.

In Speyside, Lower Mill of Tynet Farm won Most Innovative Flavour at the Golden Scoop Awards for its Toots Beer Ice Cream, which churns actual beer into ice cream. This kind of experimentation is becoming increasingly common, supported by the UK’s strong dairy industry.”

Fine food fundamentals

Innovation may be turning heads, but ultimately it all comes down to quality. “There is a strong appreciation for excellent dairy (something the UK is well known for) alongside traditional methods and artisanal production,” explains Catherine.

“Storytelling also plays a major role, whether it’s a multigenerational ice cream parlour or a well-loved independent producer. Innovation may draw attention, but craftsmanship and authenticity sustain long-term loyalty.”

Also desirable are clean labels, and when customers know how simple it can be to whip up an ice cream at home they become ever more suspicious of long ingredients lists. Bonus points for locally-produced iced treats, too.

“With ever increasing concern about the health impacts of ultra-processed foods, shoppers are looking for minimal ingredients that they recognise from their own kitchens,” says Stephany Hardingham of Alder Tree. “Many of our ice creams contain only three ingredients: fruit, cream & sugar, so we are right on trend!”

Plus, she says, “Ethics are no longer optional. Consumers are prioritising brands that use sustainably sourced ingredients, and plastic-free packaging” – so as wow-inducing as a trendy new flavour may seem, it pays to check behind the branding curtain.

3 dessert styles that are trending now

● Nostalgic indulgence: “Coined ‘newstalgia’, the comfort of classic dessert flavours with a premium adult twist”, says Alder Tree’s Steph.

● Botanical: “Lavender, hibiscus, and elderflower are providing a ‘spa-like’ sophisticated profile,” Steph says.

● Light, refreshing flavours: “Summer desserts are moving towards lighter, more refreshing profiles with a focus on acidity and clean flavours,” says Toby Cackett, chef and owner of Tony’s Pizza. “Burnt citrus, fig leaf and olive oil-based desserts are becoming more prominent, alongside herb-led combinations like white chocolate and basil panna cotta. Soft serve is also evolving, with flavours like brown butter and sea salt offering a simple but elevated finish that really resonates with customers.”