It’s that magical time of year again - Wimbledon is in full swing! The perfectly manicured lawns, the sound of rackets echoing across Centre Court, and of course, the tradition of indulging in strawberries and cream as you watch the matches unfold.
This season brings both delicious nostalgia and a slight hit to the wallet. After 15 years of stable pricing, the beloved strawberries and cream snack at Wimbledon has increased from £2.50 to £2.70 - an 8% rise, marking its first price change since 2010. But for many fans, the slight bump hasn’t dampened demand and vendors are reportedly doing rapid business.
Why the jump?
· Food inflation in the UK: Retail tracker Grocery Gazette notes June food inflation reached 3.7%, largely due to climate pressures like heat-damaged crops.
· Dedicated Wimbledon supply chain: The tournament uses about 2.5 million Malling Centenary strawberries, grown locally in Kent, alongside 13,000 litres of cream, keeping quality top-notch but costs inevitably higher.
How this summer compares
Interestingly, supermarkets are telling a different story. A bumper UK strawberry harvest (thanks to warm days and cool nights) has driven prices down in stores. For example, Tesco slashed their 400 g tubs from £2.50 to £1.50 (Clubcard price), a 40% markdown compared to last year. The contrast is clear: wholesale plummets while event-specific prices climb.
Vertex View
Wimbledon remains an experience; strawberries and cream are more than a snack, they’re part of history. Yes, the price is up slightly, but for many, that ritual taste is worth every penny. Meanwhile, fans at home can savour a far sweeter deal thanks to supermarket savings - perfect for watching the tournament from the couch.
Enjoy the Championships and here’s hoping your strawberries are just as sweet on court as they are at till!
