David Ruby, London Office, Bord Bia – Irish Food Board

They’re over the top, over indulgent and now they’re over here! Freakshakes are an antipodean invention that has made their way across the globe to land squarely at the table of discerning UK customers.

For those not in the know they are an amalgamation of dessert and milkshake with cake and sweets thrown in for good measure and they are delicious! These desserts are a monstrous mash up of drink and dessert and ready to bust anyone’s belt buckles in the process of consumption.

The majority of shakes follow a similar make-up of the originators Patissez Café in Canberra. Mason jars are filled with milkshake and piled high with a selection of goodies all with the intention of looking as striking as possible. Drizzles of syrups around the inside and over the jar give the impression of a melting candle that’s ready to eat.

“The freakshake trend has been a clear example of the influence of social media,” says Olivia Edwards, senior analyst at food trends agency thefoodpeople. She says Instagram “gave them a platform to be seen and desired all around the world … the first thing most people will do is pop a pic on Instagram”.

For the standard freakshake, cafes start with an ice-cream milkshake, the edge of the glass is decorated, perhaps with a chocolate ganache or marshmallow fluff; double cream is added. After this the customer can run wild with their imagination and top off with a brownie, go healthy with a banana or go wild with a donut. These behemoths are generally never finished some packing over 1500 calories in each jar.

So those with food intolerance don’t feel left out, some cafés have invented Vegan versions. Almond milk and soya can be substituted and Ice-Cream alternatives made out of avocado give the indulgent feel.

These desserts don’t come cheap either. Most retail for above £8 and that’s even expensive by London standards. This hasn’t stopped the rise of the Freakshake and many cafes are either adding them to the menu or setting up stand-alone stores to cater for demand.

With a monumental amount of choice and flavours these delicious treats are bound to be enjoyed for years to come.

For more information contact david.ruby@bordbia.ie.