In the past year the bread maker Warburtons has shifted approximately 720 million crumpets in the UK. Let that sink in. That’s 10.5 crumpets per person, which goes a long way to explain why they are popping up on menus across the country. Not just simply toasted and slathered in butter, but in new surprising forms such as ice cream and croutons.
This summer, when the handbag designer Anya Hindmarch opened her concept shop the Ice Cream Project, she raided British store cupboards in search of flavour inspiration. She made a Kellogg’s Coco Pops flavour a McVitie’s Digestives flavour and — among her most popular — a Warburtons Crumpet flavour. “I just want to make the everyday extraordinary,” she said.
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