Jubilee strawberries will be on sale exclusively in all 300 Marks and Spencer stores this season and are expected to make more than 50% of its strawberry sales by August.
The variety made its debut last summer over a six-week period in selected stores, and was the result of a three-year trial programme.
Now six producers in Kent, East Anglia and the West Midlands are growing the crop commercially.
Meanwhile, National Summer Fruits, which represents the industry, has chosen June 12 to herald the start of the season.
It has already been backed by many of the major multiples, which will be adding their own efforts to the NSF's public relations campaign.