Strawberry grower Berry Gardens has launched a new variety of strawberry named Elizabeth in honour of the Queen’s 90th birthday.
The fruit will be available in all major supermarkets from mid-May to September, extending the British strawberry season, which usually begins in June.
Sold under the brand name Jubilee Selections by Driscoll’s, Berry Gardens said the variety “provides an earlier, more consistent ‘top tier’ supply of UK-bred strawberries.” It will complement the brand’s other premium strawberry variety Driscoll Jubilee.
This year will also see a larger strawberry, according to Berry Gardens, with over 1.2 million kg of Jubilee Selections strawberries expected to be harvested for the season.
“Thanks to perfect weather conditions both strawberries varieties will be succulent and sweet,” said Berry Gardens MD Nicholas Marston.
The total UK berry market is currently valued at £1.1 billion, with strawberries accounting for 51% at £564m. Strawberry value sales are up 11% over the past year [Kantar 52 w/e 24 April 2016] with both penetration and frequency also increasing to 78.1% and 13.3% respectively.
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