News & Events

“To Be Flavour / Flavour of the Month”

What’s your favourite ice-cream flavour? Do you like one of the fruity or creamy flavours? I’d like to tell you mine but I can’t decide on one flavour!

One of the many pleasures I appreciate about living in Italy is the ice-cream! I love its texture, colour and the way the ice-cream seller balances scoops (“palline”) of different flavours on a cone. I can’t help smiling when I see the joy on children’s faces when they clasp (“stringono”) their small fingers around the cone and start to lick it!

Italian ice-cream is so delicious and famous that it doesn’t need any publicity, but back in America in the 1930s, sales had slumped (“le vendite erano crollate”) because of the lengthy economic crisis known as “The Great Depression.” Advertising campaigns helped get the market started again and ice-cream companies began selecting “a flavor of the month.” This is the US spelling, flavor; whereas the British English spelling is flavour. (The same difference appears with color and colour).

 Nowadays if someone or something is flavour of the month we mean that that person or thing is very popular at the moment. We also use it in the negative to talk about unpopularity too. Here are some examples:

  • Learning English is the flavour of the month at the moment as people need it to travel, for work or to help their children.
  • Donald Trump isn’t exactly flavor of the month – he seems to be making a lot of enemies in his election campaign.
  • My friends keep asking me if I have a Bimby – they seem to be flavour of the month at the moment.

Who or what is your flavour of the month?

Bye…..Time for an ice-cream!