LONDON, 19 September 2026 — Driscoll’s, the UK’s leading berry company, is opening The Real Sweet Shop - a first-of-its-kind pop-up bringing a fresh twist on the British sweet shop, with something a little different: naturally sweet, juicy raspberries that are high in fibre. As afternoon fatigue hits the capital, Driscoll’s The Real Sweet Shop in Soho is open for three days only between the hours of 3:00pm - 6:00pm, serving complimentary, deliciously sweet Driscoll’s raspberries to help Londoners upgrade their afternoon snack routine.
New research commissioned by Driscoll’s reveals that 1 in 4 Brits (25%)* hit their lowest energy point between 3:00pm and 4:00pm, with half reaching for biscuits, cakes, or packaged confectionery. To prove that satisfying a sweet tooth doesn't require compromise, Driscoll’s is taking over Chin Chin Ice Cream, 54 Greek Street in Soho to give away hundreds of naturally sweet punnets that are a great source of your daily fibre.
Over 100 years of obsessive natural breeding for exceptional sweetness and flavour means only the finest raspberries carry the Driscoll's name. And with The Real Sweet Shop arriving at the height of September’s peak harvest, Londoners can get their hands on some of the best raspberries of the year - proving that nature has already crafted the ultimate afternoon treat. The Experience Each day, the clock will countdown to ‘Sweet Hour’ at 3pm, when the shop opens its doors and visitors can get their hands on fresh Driscoll’s raspberries, as well as Driscoll’s raspberries served on top of naturally honey-sweetened frozen yoghurt, made with Greek yoghurt and kefir.
Visitors can also take a spin on the Raspberry Roulette wheel, to spin-to-win a selection of prizes including punnets of Driscoll’s raspberries, Le Creuset Food Flasks and Morrisons food vouchers.
"Afternoon sweet cravings are completely natural, but people often default to sugary snacks out of habit. Raspberries provide a fantastic naturally sweet alternative. High in dietary fibre and naturally low in sugars, fresh raspberries offer real sweetness alongside essential plant nutrients, making them a delicious daily swap." Sophie Medlin, Consultant Dietitian at CityDietitians. Driscoll’s The Real Sweet Shop 54 Greek Street, Soho W1D 3DS Tuesday 22 September - Thursday 24 September Only open from 3pm-6pm
