WIMBLEDON is to serve vegan strawberries and cream this year to please hipster tennis fans.
Vegan cream, ice cream and sorbet will be available to punters at the All England Club for the first time in the tournament’s history.
The signature Wimbledon dish will include option of vegan cream, made with soya, to reflect the popularity of a meat-free diet.
Anthony Davies, head of food and drink at Wimbledon, told The Telegraph: “Clearly we need to respond to the UK market place.
“Veganism and flexitarianism have seen a massive growth over the last 12 months in the UK and therefore it seemed pretty obvious to us that we needed to address that in a number of ways but importantly, in our hero product and signature item.”
Wimbledon facts and figures
On average, punters are expected to consume the following quantities of food and drink served at The Championships:
- Fish & Chips 17,170 portions
- Ice creams 76,603
- Pasta (players) 4,235 portions
- Pimm’s 303,277 glasses
- Sandwiches/baguettes 72,142
- Scones 110,225
- Strawberries & Cream 166,055 portions
- Tea & Coffee 307,277 cups
- 117,507 pints of draught beer and lager
- 34,572 litres of milk
- 23,630 pizzas
- 2,198 afternoon tea hampers
- 9,848 litres of dairy cream
The move has been welcomed by Peta, who have been campaigning for a vegan option for two years.
Punters flocking to SW19 eat around 27 tons of strawberries and 7,000 litres of cream every year.
Vegan cream isn’t the only animal-friendly addition to the tournament this year.
Some players – including defending champion Angelique Kerber and Caroline Wozniacki – will be wearing high-tech vegan kit made with recycled plastic designed by Stella McCartney.
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It comes as Wimbledon continues to relax its rules around the once-strict dress code.
In recent years, the strict dress code for spectators has become more relaxed – such as a tie being no longer necessary – but there are still unofficial expectations.
Spectators at Centre and Number One Courts are expected to be smartly turned out but there are no specific guidelines.