For three afternoons in London’s Soho district, Driscoll’s offered free raspberries in a shop inspired by traditional British sweet shops. The campaign aimed to encourage people to enjoy raspberries as a snack between meals.
A sweet shop with fresh raspberries at its centre. From 22 to 24 September 2026, Driscoll’s set up The Real Sweet Shop at Chin Chin Ice Cream, 54 Greek Street, in London’s Soho district. The pop-up opened daily from 3:00 pm to 6:00 pm, the time slot chosen by the company to promote raspberries as an afternoon snack.
Visitors were offered punnets of raspberries and servings of frozen yoghurt made with Greek yoghurt and kefir, sweetened with honey and topped with raspberries. The event also featured a prize wheel, with raspberries, food flasks and Morrisons vouchers among the prizes.
A new occasion for consumption
According to research commissioned by Driscoll’s and cited in its press release, 25% of respondents in the UK experience their lowest energy point between 3:00 pm and 4:00 pm; half would then reach for biscuits, cakes or packaged sweets. The press release provides no details about the sample or methodology, so these findings should be treated as figures reported by the company.
Opening only in the afternoon made the commercial message clear: raspberries can also be offered as a sweet snack during the day. Dietitian Sophie Medlin, quoted in the press release, pointed to raspberries’ fibre content and their suitability as a snack.
The initiative shows how a berry brand can seek new consumption occasions by giving people a chance to try the product. The press release does not report visitor numbers or any effect of the campaign on sales.
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