Growers are tipping Jubilee variety strawberries to be about 50% sweeter this year due to the colder weather.

A delayed start to the season resulted in plants having longer to mature before bearing fruit. Growers had reported a consistent Brix ratio of 10 to 11 - 57% higher than average, said a Berry Gardens spokeswoman.

The grower anticipates harvesting 1,600 tonnes of Jubilee strawberries this year. The variety will be backed by PR and social media.