Introduction
London is full of dessert spots, but few have made an impression quite like Soft Serve Society. Known for its creative flavors, Instagram-worthy presentation, and indulgent treats, this dessert brand has become a favorite among sweet lovers. Whether you’re after a swirl of creamy matcha, a charcoal cone, or a decadent freakshake, Soft Serve Society offers a one-of-a-kind experience that perfectly blends taste and aesthetics.
In this complete guide, we’ll dive into everything you need to know about Soft Serve Society — from its concept and menu to locations, reviews, and what makes it such a standout name in London’s dessert scene.
What Is Soft Serve Society?
Soft Serve Society is a modern dessert bar based in London, best known for its luxurious and innovative take on soft-serve ice cream. It was created to bring something new to the capital’s dessert culture — a place where classic ice cream meets bold creativity.
Unlike traditional ice cream parlors, Soft Serve Society focuses on soft-serve textures, unique flavors, and dramatic toppings. Its goal is simple: to make desserts that look as good as they taste. The brand’s vibrant personality shows through its minimalist but playful design, making every cup, cone, and shake photo-ready for Instagram.
While many dessert shops stick to the basics, this brand has taken experimentation to another level. Its menu features exciting flavors like Matcha Madness, Charcoal Coconut, and Espresso Yourself, each crafted to give customers a delightful mix of flavor and visual appeal.
The Menu: Creative Flavors and Signature Treats
When it comes to variety, Soft Serve Society doesn’t disappoint. Its menu is designed for those who love trying something new and indulgent.
1. Soft Serve Cones and Cups
The signature soft serve is the heart of the menu. Expect perfectly swirled ice cream in both classic and innovative flavors — from vanilla and chocolate to matcha and charcoal. You can enjoy it in a cone or cup, with the option to add toppings like mochi, crushed Oreos, red bean paste, and waffle crisps.
2. Sundaes
The sundaes are where the creativity really shines. One of the most popular is the Matcha Madness, a Japanese-inspired combination of matcha soft serve, mochi, and red bean paste. It’s a fan favorite for both its taste and aesthetic appeal.
Another standout is Espresso Yourself, which mixes vanilla soft serve with a shot of espresso, Oreo crumbs, and waffle pieces — perfect for anyone who loves a coffee-flavored dessert.
3. Freakshakes
If you’re looking for something over-the-top, the freakshakes are a must-try. These tall, indulgent milkshakes come loaded with whipped cream, cakes, wafers, and sauces. They’re rich, creamy, and ideal for sharing (or not!).
4. Cookies and Online Shop
Beyond ice cream, Soft Serve Society also sells freshly baked cookies online. These cookies are available for order through their website, giving fans a chance to enjoy their sweet creations at home.
5. Vegan and Dietary Options
The brand occasionally features vegan sorbets and dairy-free options, such as the blueberry vegan soft serve. It’s worth checking their social media or asking at the counter for the latest dietary-friendly offerings.
Locations and Branch Information
Finding Soft Serve Society is part of the fun. Over the years, the brand has appeared in some of London’s most popular food markets and halls.
Currently, you can visit Soft Serve Society at:
- BOXHALL City (Liverpool Street) – A stylish, modern food hall featuring top street food brands.
- Seven Dials Market (Covent Garden) – A vibrant indoor market offering a wide range of cuisines and treats.
Previously, the brand had a famous location at Boxpark Shoreditch, one of London’s trendiest food hubs. While that particular outlet is now closed, Soft Serve Society continues to pop up in high-traffic, foodie-friendly locations around the city.
Opening hours vary by location, so it’s best to check Google Maps or the official website before visiting.
Reviews and Reputation
One reason Soft Serve Society stands out is its stellar reputation among dessert lovers. It consistently receives positive reviews on platforms like TripAdvisor, Google, and food blogs.
Visitors love the creamy texture of the ice cream and the variety of flavors. The brand’s creative presentation — from cotton candy clouds to charcoal cones — adds to its charm. Many call it one of the “most Instagrammable dessert spots” in London.
However, like all popular places, it has its occasional downsides. Some reviewers mention that prices can be slightly higher than average, and long queues can form during peak hours. Still, most agree that the quality, flavor, and experience are worth it.
Overall, Soft Serve Society has built a loyal following thanks to its originality, consistency, and dedication to quality desserts.
Ordering and Online Shopping
Can’t make it to one of the physical locations? No problem. Soft Serve Society has an online shop that offers nationwide cookie delivery.
Their cookies — often sold in assorted flavors — have the same creative energy as their in-store desserts. Customers can order directly through the official website, making it easy to enjoy a taste of Soft Serve Society from home.
Additionally, their site occasionally features limited-edition collaborations and seasonal gift boxes, which make great presents for dessert enthusiasts.
What Makes Soft Serve Society Stand Out
- Unique Flavors – From matcha to charcoal, every item feels new and exciting.
- Instagram Appeal – Every dessert is picture-perfect, drawing huge social media buzz.
- Creative Presentation – Cotton candy clouds, bold colors, and decorative toppings make their desserts look stunning.
- Constant Innovation – The brand frequently introduces limited-time flavors and collaborations.
- Vegan Options – Their inclusion of vegan-friendly treats attracts a wider audience.
This combination of creativity, quality, and visual appeal has made Soft Serve Society more than just an ice cream shop — it’s a dessert destination.
Competitors and Dessert Trends
London’s dessert scene is competitive, with brands like Milk Train, Chin Chin Labs, and Nosteagia offering unique ice cream experiences. Yet, Soft Serve Society maintains its edge by blending taste with style.
The global trend toward experiential dining has helped this brand grow. Consumers today want desserts that not only taste great but also create moments worth sharing online. Soft Serve Society capitalizes on that perfectly.
By consistently evolving and staying true to its fun, youthful branding, the company has positioned itself as a leader in the modern dessert movement.
Tips for Visitors
- Go during off-peak hours to avoid long lines.
- Try the Matcha Madness or Charcoal Coconut for first-timers — they’re signature picks.
- Follow them on Instagram (@softservesociety) for flavor-of-the-week updates.
- Take photos quickly — the soft serve melts fast but looks incredible on camera.
- Pair your dessert with a freakshake for the ultimate indulgent combo.
FAQs About Soft Serve Society
Q1: What is Soft Serve Society?
It’s a London-based dessert brand known for creative soft serve, sundaes, and freakshakes.
Q2: Where is Soft Serve Society located?
Currently at BOXHALL City (Liverpool Street) and Seven Dials Market (Covent Garden).
Q3: Does Soft Serve Society offer vegan options?
Yes, they occasionally offer vegan and dairy-free flavors like blueberry sorbet.
Q4: Can I order online?
Yes, you can order cookies and sometimes other desserts through their official website.
Q5: What are their most popular items?
The Matcha Madness, Charcoal Coconut, and Espresso Yourself sundaes are top favorites.
Conclusion
Soft Serve Society has redefined what dessert culture can be — a blend of artistry, taste, and creativity. Its imaginative menu, visually stunning treats, and commitment to quality have made it a must-visit spot for anyone exploring London’s vibrant food scene.
Whether you’re grabbing a quick cone, treating yourself to a freakshake, or ordering cookies online, Soft Serve Society delivers more than dessert — it delivers an experience.
So next time you’re in London, skip the ordinary ice cream and treat yourself to the extraordinary world of Soft Serve Society.
