Wimbledon attendees have expressed disappointment with this year's servings of strawberries and cream, citing concerns over portion size and fruit quality. Many spectators have taken to social media to share their experiences, alleging that the traditional dessert, a hallmark of the event, has fallen victim to "shrinkflation."
Complaints center on the number of strawberries per serving, with some fans counting fewer than the customary ten. Others have suggested that strawberries have been sliced in half to make the portions appear more substantial. The cost of the dessert has also risen, with a portion now priced at £2.85, an increase from last year's £2.70.
One spectator, Angelina, 42, reported receiving only nine strawberries in her portion. "It was disappointing," she stated. "You want the correct amount. If the cost has gone up and then there's less, then it's unfair."
Another attendee noted that their box contained only seven berries, describing the serving as "mean" and including a "titchy afterthought." Steve Cordeiro, 41, from London, found the strawberries to be "terrible" and not fresh, questioning their status as "Britain's freshest strawberries."
Former British diplomat Ameer Kotecha suggested on X that the tournament could improve its presentation, proposing the use of "dainty little tubs" instead of the current cardboard packaging, arguing that environmental efforts should not compromise the experience.
Yan Osahrov, 31, from Ukraine, for whom buying strawberries and cream is an essential part of his Wimbledon visit, also received a portion with nine berries. He commented, "I think they should use some more little boxes for this because it looks like it's not enough."
The All England Club (AEC) acknowledged that there is a "risk" of servings falling below the ten-strawberry target. A spokesman stated, "The strawberries are handpicked every morning and delivered directly to site. Each strawberry is hand hulled on site and placed into boxes for our guests. We aim for 10 per box, but there is a risk on occasion we fall below this, and indeed on occasion serve more."
Since The Championships 2024, Wimbledon has been using biodegradable packaging made from seaweed, developed by Notpla, which won the Earthshot Prize.
Over the course of the tournament, Wimbledon is expected to serve approximately 2.5 million strawberries to fans. The dessert has historically been considered one of the more affordable options at the All England Club, despite rising prices for food and beverages in recent years.