The price of strawberries and cream at Wimbledon has increased by 20p from £2.50 to £2.70, which marks an 8% rise in the overall price of the popular snack, according to a report by The Telegraph.

This marks the first price hike since 2010, which follows a broader trend of general food and drink inflation going up consecutively for the past months in the UK.

In June, inflation went up by 3.7%, and the price of fresh fruit and vegetables surged in supermarkets due to the effect of climate change on British farmers.

A spokesperson for the All England Club told The Telegraph: “We have taken the decision to slightly increase the price of strawberries this year from £2.50 to £2.70. We feel that this modest increase still ensures that our world-famous strawberries are available at a very reasonable price.”

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Despite the increase, the strawberries were in high demand for consumers at Wimbledon.

A shop assistant said to The Telegraph: “We’ve already had to re-stock around ten times today, so the price doesn’t appear to be putting people off.”

Other food and drink products also had an annual increase at Wimbledon, including sponsorship beer Stella Artois and ready-to-eat snacks.

UK retailers also warned of further price hikes due to increased national insurance contribution fees and a higher minimum living wage last year.

Sainsbury’s chief executive recently called on the government to be cautious when setting national insurance rates, as retailers may not be able to absorb all the additional costs, which will lead to inflated prices in stores.