Waitrose has revealed Wimbledon-related food sales were up 300% in the last week, with strawberries and cream products seeing a 450% surge which is serving up a win.
Sales of champagne have leapt by a “staggering” 231% over the past week, the grocer reported.
Sales of British strawberries and canned Pimm’s soared by 140% and 58% respectively.
Will Torrent, senior innovation chef at Waitrose, said, “Wimbledon is certainly serving up a win for sales, with major cultural and sporting moments like this really influencing customers.
“We’re seeing this play out with a huge demand for tennis staples including strawberries, clotted cream, and Pimm’s.
“For many, it’s about more than just a tasty treat; it’s about connecting to a sport and becoming part of a cultural phenomenon that extends far beyond the tennis courts.”
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