New research for East Village E20, the former London 2012 Athletes’ Village, has found that knowledge of typical cockney rhyming slang phrases has fallen dramatically by 50 per cent in the past 40 years across the UK. The only phrase that has stood the test of time is ‘Rosy Lee’ with 80 per cent of those surveyed identifying its real meaning as ‘a cup of tea.’
Despite 86 per cent of 55 year olds knowing the correct meanings for a selection of typical cockney rhyming slang phrases, such as ‘Rocking Horse’ and ‘April Showers,’ knowledge amongst the younger generation is dropping dramatically with just 43 per cent of 18-34 year olds able to identify meanings of the East End’s most famous linguistic export. The research reveals that if the current trend continues, within 60 years just 10 per cent of the population will understand this age-old wit of the East End community.
To help revive London’s best loved language, East Village E20, the former London 2012 Athletes’ Village, has unveiled the ‘E20 Chockney Box,’ to encourage the nation to engage with the sayings once again. The new innovative range of artisan chocolates are each named after a famous phrase, from Ruby Murray and Rocking Horse, to Army and Navy and Give and Take.
The culinary geniuses behind the world’s first Chockney Box, the Tattooed Bakers, have a wealth of experience with pushing the boundaries on all things edible. They dedicated over 50 hours to creating these new flavours in the lab.
Those keen to taste this confectionary collection will need to make sure they brush up on their East End lingo so they don’t get caught out by one of the more unusual flavours, such as the Ruby Murray or worse, the Army and Navy.
The limited edition chocolate selection will be served by Pearly Kings and Queens at the first ever East Village E20 Chocolate Festival on Saturday 19 March from 12pm – 8pm, a free-entry pop-up food festival, curating London’s finest Chocolatiers under one roof.
Eddie Amon-Lebeau, Head Chocolatier at the Tattooed Bakers said: “As Londoners ourselves we were pretty disheartened to hear that cockney rhyming slang is on the decrease, so we’re delighted to get involved with crafting a yummy, cunning way to help the nation engage with the historic language of the East End once again. We’ve worked tirelessly in the kitchen to develop each of the flavours and ensure they match the different cockney rhyming slang phrases perfectly.”
Neil Young, CEO of Get Living London which owns and manages the private rented homes at East Village, the former London 2012 Athletes’ Village, said: “We are really proud of our East End heritage, and just hope that the E20 Chockney Box helps to familiarise the nation with the native wit of the East End. We encourage anyone wanting to give them a try to visit our East Village Chocolate Festival this Saturday, the ultimate destination for chocolate lovers – where we will be hosting master chocolatiers, Easter egg hunts, chocolate and wine tastings and much more.”
Get Living London will be running an Instagram competition at the East Village E20 Chocolate Festival, encouraging event goers to take the #ChockneyChallenge by simply tagging a snap of them trying the intriguing chocolates*, with the hashtag and @GetLivingLDN before 7pm. The best picture will then be chosen, with the winner taking home their very own E20 Chockney Box, along with a choctastic hamper full of delicious goodies.