Wimbledon backlash – Wimbledon spectators have taken to social media to complain that the strawberries and cream served at the All England Club—sold for £2.85—contain fewer than the traditional ten strawberries, with some alleging half fruit and counting as few as seven. The club
For years, strawberries and cream have been as much a part of Wimbledon as the Centre Court roar. This year, though, the punnet has landed with a sting—leaving some spectators counting berries and asking whether the famous portion has quietly shrunk.
Several tennis fans have posted photographs and videos online after buying what is now a £2.85 serving and claiming it contained fewer than the traditional ten strawberries. Others said some of the fruit had been sliced in half to bulk out the pack.
One attendee, Angelina, 42, said she counted just nine strawberries. “It was disappointing,” she said. “You want the correct amount. If the cost has gone up and then there’s less, then it’s unfair.”
Another spectator, who said she received seven berries, agreed the portion looked too small. “The serving is so mean that those aren’t even six whole strawberries. I’m ignoring the 7th titchy afterthought entirely.”
Steve Cordeiro, 41, from London, was also unconvinced after inspecting his punnet. “They look terrible,” he said. “That is not the freshest strawberry.” He added: “These are meant to be Britain’s freshest strawberries are they not? They leave a bit of a sour taste in the mouth.”
The complaints have spilled beyond the gates. Former British diplomat Ameer Kotecha joined the debate on X. writing: “We can be so much better than this.” He urged the organisers to “Ditch the ridiculous cardboard box – serve them in dainty little tubs. ” arguing that making packaging more environmentally friendly shouldn’t come at the cost of a worse serving.
Yan Osahrov, 31, from Ukraine, said buying strawberries and cream was an essential part of his Wimbledon visit, but claimed his serving also contained only nine berries. “I think they should use some more little boxes for this because it looks like it’s not enough,” he said.
At the heart of the dispute is a long-standing promise about what the All England Club serves. Traditionally, each serving is intended to include at least ten Grade 1 English strawberries, freshly picked and served with cream.
With Wimbledon now running at a time when everyday costs have risen, fans point to the price change. This year, a portion costs £2.85, up from £2.70 last year—an increase that has made the number of strawberries feel less like a minor variation and more like a missed expectation.
Over the course of the Championships, Wimbledon will serve around 2.5 million strawberries to tennis fans. The scale only heightens the focus on whether individual boxes match what visitors think they’re paying for.
A spokesperson from AEC—standing behind the food operation at the All England Club—acknowledged the target isn’t always met. The spokesperson said there is a “risk” it falls below the 10 strawberries it aims for per box. They said: “The strawberries are handpicked every morning and delivered directly to site.” They added: “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, the strawberries and cream have been served in Notpla’s Earthshot Prize winning packaging, which uses seaweed to create completely biodegradable food containers.
So the argument unfolding online isn’t only about taste—it’s about counting. And for spectators expecting a Wimbledon tradition to stay consistent. the difference between ten strawberries and fewer than that has turned a summer classic into a point of contention across courtside conversation and social media feeds.
Wimbledon strawberries and cream AEC Notpla Earthshot Prize shrinkflation English strawberries All England Club tennis fans