Top chefs and celebrities are embracing the humble jelly, with supermarkets reporting sharp rise in sales

It has long been a staple of children’s parties and hospital dinners, but now jelly is taking a star turn after being embraced by everyone from Michelin-starred chefs to the fashion industry.

On social media, videos of elaborate wibbly wobbly jellies are racking up hundreds of thousands of views. The star of Kim Kardashian’s latest campaign for her underwear brand Skims isn’t Goldie Hawn or Kate Hudson but a shuddering dome-shaped pink jelly. Supermarkets are reporting a rise in sales of jelly cubes while the online vintage homeware site Vinterior has had a 500% rise in sales of antique jelly moulds in the past six months.