Serving Up Summer: What Wimbledon Teaches Us About Food Innovation

Welcome to this week's edition of GRATE!

Wimbledon is officially underway—and with it comes a cultural phenomenon that’s as much about food as it is forehands. I’ve always loved the sport and the energy around this iconic event, but chatting to a friend involved in the Championships this week reminded me just how big Wimbledon has become—not just in tennis terms, but as a key seasonal moment for food and drink brands.

And the numbers don’t lie. Every year, more than 28,000 kilograms of strawberries and 10,000 litres of cream are served up across 140,000 bowls for fans and players alike. That’s not just tradition—it’s an edible opportunity.

From M&S’s strawberries and cream dessert sandwich to Sipsmith’s court-infused gin, HECK!’s returning pork & strawberry sausages, and L’ETO’s themed sweet treats, Wimbledon has quietly become a mini season of limited-edition launches. It's a masterclass in seasonal innovation—and a reminder that major sporting events present real opportunities for brands to show up, stand out, and serve something special.

What summer moments is your brand getting involved in?

Let’s dig into five standout launches making a racket this tennis season.

As always, enjoy the read and let me know what your brand is up to this Summer Season!

Annie x

L’ETO’S CENTRE COURT CREATIONS

L’ETO is getting into the swing of things with its Centre Court dessert lineup, including the Wimbledon Whirl (a chocolate biscuit hidden inside a white chocolate tennis ball) and the Match Point Tart—a beautifully crafted strawberry and pistachio number. These premium patisserie items bring whimsy and indulgence to the tournament season, and serve as social media eye candy for foodies and tennis fans alike.

SIPSMITH 'TOP SEED' WIMBLEDON GIN

Crafted exclusively for The Championships, Sipsmith’s Top Seed gin is more than a botanical blend—it’s steeped in Centre Court itself, literally. Distilled with actual Wimbledon grass seed, the gin is being served off-menu at the Pergola Bar in a cocktail called The Top Seed, alongside elderflower cordial, apple juice and a splash of soda. It’s a playful, prestige-driven partnership that elevates brand storytelling with every sip.

M&S STRAWBERRIES & CREAM SANDWICH

Just when you thought M&S had done it all, they serve up a surprise hit: a dessert sandwich inspired by Japan’s sweet sando trend. Featuring whipped cream cheese and fresh chopped strawberries between slices of soft white bread, this playful nod to Wimbledon traditions has gone viral, sparking joy and debate in equal measure. Part of their summer range, it’s a clever twist on the classic strawberries & cream combo—and perfectly timed for tennis season.

HECK! PORK & STRAWBERRY SAUSAGES

You read that right: strawberries in sausages. HECK! brings back its limited-edition Pork & Strawberry sausages just in time for Wimbledon. Made with British pork shoulder, strawberry jam, and a dash of black pepper, these gluten-free grillers are made for picnics on Murray Mound. Unusual? Yes. But a summer sensation that shows just how far fruit can flex in savoury format.

DELICIOUS DESSERT CO LIMITED EDITION

The Delicious Dessert Company is bringing back a summer favourite just in time for Wimbledon season: their limited-edition Strawberries & Cream Eclairs. Available in Tesco and Morrisons from June 23rd, these indulgent bakes are filled with strawberry-flavoured crème, fresh cream, and topped with strawberry fondant and a drizzle of white chocolate. Whether you’re tuning into the tennis or packing a picnic, these treats are a joyful nod to a truly British summer moment.