UK’s favourite dessert parlour, Creams Café, has won the Best Innovation – Limited Time Offer award for their ‘Winter Warmer’s range at the QSR Media UK Dynamic Yield Awards on Tuesday, 21st May. The prestigious ceremony saw the crème de la crème of QSR brand and business leaders gather and share their opinions on the latest challenges and opportunities in the sector through a series of insightful panel discussions and speaking sessions. Creams has been recognised amongst the top brands, operators, and individuals who have brought outstanding innovation to the industry.

Founded 16 years ago, Creams has become a household name, known for creating delicious desserts using only high-quality ingredients with an exceptional approach to product innovation. By leveraging their expertise to reinvent classic desserts and introduce new flavours, the NPD team is consistently bringing joy and delight to their customers with delectable new treats.

Everett Fieldgate, CEO of Creams Café, says: “From the team at Creams, we want to pass on a massive congratulations to each of the evening’s winners. We are so honoured to be recognised amongst such incredible brands.

Our goal has always been to bring new and exciting moments of joy to everyone who steps foot into one of our stores, which is why when we create new desserts, we always have our customers at the heart of our innovation process. When developing our Winter Warmer range, we wanted to create a range of products which were specifically designed to satisfy customer’s sweet cravings in the winter months, fulfilling our goal of changing the narrative of Creams being solely a summer destination. Coming first in the Best Menu Innovation, LTO category at the QSR awards is a true testament to the team’s hard work and dedication to innovation as a key component of our success”

Philippa Charlton, Editor of QSR Media said: “Congratulations to all the recipients of the QSR Media UK Dynamic Yield Awards 2024! Your unwavering dedication to innovation and customer satisfaction sets a remarkable standard for the industry. We are proud to showcase your achievements and look forward to witnessing your continued success.”

The process of creating new products at Creams is centred around the customer experience and insight. In such a competitive market, being able to adapt and innovate quickly is one of the best skills Creams has. While the winter months have historically seen a slower foot traffic in Creams stores, the team utilised this opportunity to create its first winter-specific hot desserts, driving customers into their local Creams. As a result, Creams has successfully shifted the perception of customers from being just a summer hotspot to becoming a popular dessert destination year-round.

The awards programme was held in conjunction with the QSR Media UK Dynamic Yield Conference & Awards.


Sam Allcock, a seasoned entrepreneur with over two decades of expertise in Food & Drink Editorial.

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