Somewhere around 28 tonnes of strawberries get eaten at Wimbledon over the championship fortnight, alongside enough cream to make a dairy farmer weep with joy. It's one of the strangest and most enduring bits of British food culture — a pairing so simple it shouldn't need explaining, and so beloved that nobody's tried to improve it in about 150 years.
We think there's room for one small improvement. Not to the strawberries. To the sugar.
1. The Classic, Upgraded
The traditional serve is strawberries, halved, with a dusting of caster sugar and a jug of cream on the side. Swap the caster sugar for Juicy Strawberry and you're not just sweetening the fruit, you're doubling down on it — real strawberry character on top of real strawberries, which sounds like it shouldn't work and somehow makes everything taste more like itself. Dust it on ten minutes before serving so it has time to draw out a little juice.
2. Strawberry Cream, Actually Flavoured
Whip double cream to soft peaks and fold through a tablespoon of Juicy Strawberry sugar per 300ml. You get a pale pink cream with real strawberry flavour running through it, not just sweetness — good on scones, good on a sponge, good directly off the spoon if nobody's watching.
3. Strawberry Iced Coffee
This one has nothing to do with tennis and everything to do with the fact that British summers involve exactly four genuinely hot days a year, and you need to be ready for them. Stir a teaspoon of Juicy Strawberry sugar into a hot espresso shot until fully dissolved, then pour over ice and top with milk. The berry note cuts through the coffee in a way that tastes more like a proper drink and less like a syrup pump.
4. Strawberry Shortcake, No Faff
Split a scone or a shortbread biscuit, layer with strawberries tossed in Juicy Strawberry sugar and a spoon of their own juice, top with cream. It's the Eton Mess of desserts that don't want to commit to being Eton Mess — less washing up, same payoff.
5. A Proper Strawberry Bellini
Muddle a few strawberries with a teaspoon of Juicy Strawberry sugar until it's nearly a paste, strain, and top with prosecco. The sugar does the job that a syrup would normally do in a Bellini, except it's not sat in a bottle going gluey in the back of a cupboard since last summer.
Why bother
Caster sugar sweetens. It doesn't add anything of its own. The entire point of a flavoured sugar is that it does two jobs in one spoon — sweetness and flavour, at the same time, without a bottle of syrup taking up fridge space for the eleven months of the year you're not making Bellinis. For a fortnight built almost entirely around one fruit, it felt worth taking seriously.
Try it with: Juicy Strawberry — and if you're stocking up for a garden gathering, the sampler set means you're covered for the coffee crowd too.
