Case Study: LOVE HEARTS Afternoon Tea Sightseeing Bus Tour

In the winter of 2025, we introduced the Love Hearts Afternoon Tea Bus Tour, a charming collaboration with Swizzels Love Hearts - the iconic candy brand that's been spreading joy since its launch in 1954. This unique tour was a lovely way for families and couples to come together and celebrate love during the season of romance.

Our themed Love Hearts Afternoon Tea Bus Tour was a limited time offering that seamlessly combined London sightseeing with a fantastic culinary experience. And as with everything we do at Brigit's Bakery, we helped everyone who joined us create lasting memories!

A sweet partnership

The partnership with Swizzels Love Hearts allowed us to marry two concepts: the joy of indulging in afternoon tea and the nostalgic sweetness of Love Hearts candies. By tapping into the brand's reputation for spreading affection and happiness, we curated a thematic experience that resonated with our guests.

With Love Hearts being manufactured in the UK since 1954 and selling an impressive 1.75 billion candies each year, we aimed to capture the sweet spirit of this iconic brand in a way that matched our own dedication to offering unique and quirky experiences.

Running three times a day on specific dates in February (1-2 and 8-16) and March (22-30) 2025, the Love Hearts Afternoon Tea Bus Tour was thoughtfully designed for guests aged five and older, making sure families could enjoy a nice and engaging experience together. As with most of our tours, we offered onboard commentary about the city's rich history and iconic landmarks.

Families, friends, and couples could immerse themselves in a journey filled with laughter, joy, and charm on board our iconic Routemaster vintage buses. We provided whimsical décor and an inviting atmosphere - something we felt fully embodied the playful spirit of Love Hearts.

A scenic journey through London

We can confidently say that the tour's charm was not only in its delicious menu but also in the amazing sights of London, which provided the perfect backdrop for a memorable outing. As guests settled into their seats, the bus departed from Victoria Coach Station for a 90-minute adventure (subject to traffic) through Central London. The route showcased some of the city’s most iconic landmarks, including Big Ben, The Houses of Parliament, Westminster Abbey, St James’s Park, Hyde Park, The Royal Albert Hall, Marble Arch, Nelson’s Column, and Downing Street. Each sight provided a glimpse into the rich history and culture of London.

As with all our tours, our aim is to allow our guests to appreciate the city’s beauty while enjoying our unique afternoon tea experience. Through engaging commentary, our guests learnt fascinating titbits about London’s history and landmarks, adding educational value to their experience. Our friendly staff (on hand to answer any questions) made sure guests felt welcome and special.

A deliciously curated menu

At the heart of the Love Hearts Afternoon Tea Bus Tour was its carefully crafted menu. This was designed to evoke the spirit of the Love Hearts brand while providing delicious options for our guests. Our experienced chefs focused on creating a selection of freshly prepared savouries, yummy sweets, and refreshing beverages that catered to various tastes and preferences.

The menu featured an assortment of mouth-watering sandwiches:

• Mini Seasonal Quiche. A delightful treat bursting with flavour.
• Cucumber, Cream Cheese & Mint on Basil Bread. Refreshing and light, perfect for a classic afternoon tea.
• Turkey Ham & Cheese with Mayo Mustard on Tomato Bread. A satisfying savoury option.
• Feta, Tomato & Red Pepper Savoury Muffin. A unique and flavourful twist.
• Salmon & Cucumber Pretzel with Cream Cheese. A creative combination that delighted our guests.

Alongside these savoury delights, we offered a variety of mini homemade cakes and tarts. These showcased the playful spirit of Love Hearts:

• LOVE Cherry and Chocolate Choux. A delightful dessert that combined sweet and rich flavours.
• FAB Raspberry and Lemon Tart. A tartness that provided balance and excitement.
• EPIC Raspberry Macaron. Light, airy, and sweet, as classic French pastry at its finest should be!
• PERFECT Strawberry Cream Roll. A fun dessert to remind guests of childhood treats.
• SWEET Chocolate Cupcake with Orange Frosting. An irresistible sweet indulgence.
• Freshly Baked Plain Scone with Clotted Cream & Jam. No afternoon tea is complete without this classic offering.

To complement these treats, guests chose from a selection of beverages that included water, coffee, and hot chocolate. And on this occasion, we also offered our specially blended Love Hearts Tea by Bird & Blend (a caffeine-free fruit infusion).

Sprinkling the Afternoon Tea experience with romance

For guests wishing to add romance to their outing, we offered optional sparkling wine and champagne. What better way to allow couples to toast their loved ones while enjoying stunning views of London? This made it easy to celebrate special moments, whether an anniversary, birthday, or simply a delightful day out.

This attention to detail and the thoughtfully designed menu significantly contributed to the festive atmosphere of the Love Hearts Afternoon Tea Bus Tour. Guests departed with happy hearts and full bellies after savouring our delicious flavours and experiencing the magic of the tour.

Reflecting on our sweet adventure

Reflecting on the success of the Love Hearts Afternoon Tea Bus Tour, we cherish the joy and love this collaboration brought to our guests. The magical décor and thoughtful experiences created an inviting atmosphere filled with laughter, celebration, and warmth. And we're sure this resonated with everyone who joined us for this themed tour.

This seasonal offering was a perfect example of our commitment to providing unique experiences for all ages. We love creating memorable events for families and friends! While the Love Hearts Afternoon Tea Bus Tour is no longer running, the spirit of love and joy it promoted continues in all our Afternoon Tea Bus tours and everything we do.

Stay tuned for more exciting offerings from Brigit’s Bakery. And join us in celebrating life’s special moments with love, joy, and the sweetness that life has to offer.