First cuddle café in the UK offers free tea and cakes for a hug

Photo: Africa Studio/shutterstock.com/AFP

The UK’s first cuddle cafe has opened in London this week, where visitors can get a free cuppa tea and biscuits in exchange for a hug.

Designed to generate warm fuzzies and elevate happiness levels among its visitors, the only currency accepted at the McVitie’s Cuddle Cafe is the hug.

After canoodling the oversized McVitie’s BN Owl, visitors are offered a steaming cup of tea and McVitie’s cakes and biscuits.

Based on statistics suggesting that Brits are cuddle deficient -- the average is less than 10 a week -- McVitie’s teamed up with a bona fide researcher to lend credence to its marketing stunt.

“My research not only discovered that cuddling a soft toy triggers a similar emotional response and health benefit to hugging a person, but also that the act of drinking a hot beverage can stimulate similar warm, positive feelings, so what better combination that a cuppa and a cuddle?” said Stuart Farrimond.

If the stunt sounds familiar, that may be because fast food giant McDonald’s has launched a similar publicity campaign for Valentine’s Day that allows random customers across the US to pay for their meal “with lovin’.” That could mean anything from a fist bump with a fellow staff member, an impromptu dance, or a phone call to mom, telling them how much they love them.

The McVitie’s Cuddle Café pop-up is open at 52 Tottenham Street, London February 10 and 11.