Wimbledon and the consumption of strawberries and cream represent a deeply rooted tradition in British culture, dating back long before the tennis tournament itself was founded. This tradition is not just a simple culinary pairing, but an iconic symbol that has accompanied one of the world’s most prestigious sporting events for centuries.
The history of strawberries and cream at Wimbledon dates back to the 16th century, when Cardinal Thomas Wolsey, chief minister to King Henry VIII, introduced this dessert at his court at Hampton Court Palace. Wolsey was looking for a way to serve a fresh and manageable dessert to the large royal court, and chose strawberries paired with cream—a combination that has since become a classic English summer treat.
Wimbledon embraces the tradition
The Wimbledon tournament, founded in the 19th century thanks to Walter Clopton Wingfield, adopted this tradition from its early editions, which took place during the peak season for British strawberries. Since then, strawberries and cream have become the official dessert of the tournament, consumed in staggering quantities in the stands.
The choice of white cream also echoes Wimbledon’s famous dress code, which requires players to wear strictly white clothing, creating a perfect color match with the bright red strawberries. The dessert is often accompanied by Pimm’s, a traditional English cocktail made with ginger ale, fruit, and mint, completing the summer experience for spectators.
Numbers and Pricing
According to Joe Furber, Wimbledon’s operations manager, tennis tournament visitors are expected to consume around 2.5 million strawberries—about 5,000 tonnes.
This is despite the cost of £2.70 for ten strawberries with cream—20 pence more than a price that had remained unchanged since 2010.
The strawberries used at Wimbledon mainly come from Hugh Lowe Farms in Kent, an official supplier that ensures high-quality, locally sourced produce—an essential factor for maintaining excellence during the tournament.
New Strawberry Varieties
But according to a Reuters report, this flagship variety could one day be replaced, as the UK berry industry continues to develop strawberries with even longer shelf life and lasting quality.
"There is a new generation of varieties we're bringing to market," said Jack Darnes, commercial director at The Summer Berry Company, to the news agency. "With Malling Centenary, after three or four days they’re still good, while the new varieties can last even longer—six to seven days. This reduces waste and results in a better product for the end consumer."
PR and Social Media Buzz
This year, a strawberries and cream sandwich from M&S went viral on social media just days ahead of Wimbledon, in a surprise PR move ahead of the peak berry season in the UK.
The limited-edition sandwich, which the retailer says was inspired by Japan’s viral fruit "sando", is made with sliced Red Diamond strawberries, a layer of cream cheese, and sweetened bread.
The fruits were supplied by BerryWorld and grown under license through the Edward Vinson breeding program.
