Almost nine in ten Brits are now ditching key wedding nuptials and turn to the un-cone-ventional customs

• Recent research commissioned by Ben & Jerry's reveals that almost nine in ten Brits (87 per cent) are now looking to move away from the traditional nuptials and formalities of weddings

• Two in five (40 per cent) of Gen Z feel taking a partner's surname is outdated,  and over half (51 per cent) think double-barrelled names are all the rage

• Tapping into the un-cone-ventinal, Ben & Jerry's is offering a limited-edition wedding cake service featuring its new Brookies & Cream Sundae tubs to celebrate two great things coming together - just like tying the knot.

Ben & Jerry's is set to sweeten the favoured alternative wedding season this September with the launch of its unique Brookies & Cream Sundae Wedding Cake Service, celebrating the blissful union of brownies and cookies in its newest flavour innovation - the Brookies & Cream Sundae.

With over half of Brits (55 per cent) now consider September the best month to tie the knot, Ben & Jerry’s want to help those who are using the month to cone-fess their love and ditch tradition.
Research commissioned by Ben & Jerry's reveals that almost nine in ten (87 per cent) of Brits are looking to scrap some of the formalities of weddings, such as lengthy speeches, strict dress codes and the traditional cake cutting ceremony. Two in five (40 per cent) of Gen Z feel taking a partner's surname is outdated,  and over half (51 per cent) think double-barrelled names are all the rage.

Ever a fan of breaking free from the mould, Ben & Jerry’s is tapping into this growing trend of couples opting out of the “norm”, by offering a limited-edition service that promises to make wedding receptions even more un-cone-ventional.

The Brookies & Cream Sundae, a harmonious blend of brownies and cookies, inspired Ben & Jerry's to consider other great things coming together – two people tying the knot. This led to the creation of an official Ben & Jerry's wedding cake service, featuring a visually stunning tower of Brookies & Cream Sundae tubs, crowned with a bespoke Brookies-inspired ice cream cake layer. Nearly weds can apply to be the lucky winner through Ben & Jerry’s website for a limited time only.

This service comes as only a third (35 per cent) of Brits actually consider the traditional cake a must have on their special day, with the study finding that 60 per cent would consider a non-traditional "wedding cake" alternative. Keen to ensure weddings stay sweet, Ben & Jerry’s are committing to the service, especially as two in ten say they’d ditch the cake all together in favour of ice cream.

Of those surveyed, most (91 per cent) of millennials who plan to get married agreed that a wedding should reflect your personal style and preferences, closely followed by three quarters (75 per cent) of Gen Z who believe it’s important to break away from tradition and include unexpected elements during their special day.

The majority of Brits (88 per cent) feel the cost of a wedding today is excessive, as one in ten millennials expect to pay upwards of £500 alone for a traditional wedding cake[EW1] . The Ben & Jerry’s Brookies & Cream Sundae Wedding Cake Service will be free of charge for the lucky winners, to try and scoop back some of the wedding fund.

When looking at the top things Brits believe couples would be most likely to ditch at their wedding, the top 5 included:

• Speeches (21 per cent)
• Strict Dress Code (20 per cent)
• Formal Reception (19 per cent)
• Traditional sit down meal (14 per cent)
• The first dance (6 per cent)

A spokesperson for Ben & Jerry’s said: “We know that two great things coming together can create something truly magical, and that's exactly what our new Brookies & Cream Sundae embodies. Just as brownies and cookies unite in our delicious new flavour, we're seeing more couples wanting their wedding day to truly reflect their unique personalities. Only 35 per cent of Brits consider a traditional cake a key part of their nuptials, so Ben & Jerry's wants to make sure everyone gets the sweetness they deserve this wedding season by spicing up the cake tradition with our ice cream tower – because everyone deserves a sweet treat, but better!"

With September now being considered a prime month for couples to say "I do," Ben & Jerry's will be selecting a lucky couple tying the knot this September to receive the ultimate Brookies & Cream Sundae tower for their wedding. Couples can apply for this unique service via the Ben & Jerry's website, with applications opening on Wednesday 27^th August.

To learn more about Ben & Jerry’s new flavours or to find a store near you, visit https://www.benjerry.co.uk/flavours/