Selfridges has decided to stop selling the high-yielding Elsanta variety of strawberries.

The store said it would only stock the Jubilee variety because Elsanta, which it stocked last year, was less flavoursome than lower- yielding varieties. “As far as we are concerned the Jubilee is the best-tasting berry on the market,” said fresh food buyer Andrew Cavanna.

Earlier this year, growers predicted that this year’s crop of Jubilee would be up by 20% on last year, from 1,665 tonnes last year to 2,000 tonnes this year, due to high demand.

Retailing for £2.50 a 450g punnet, Selfridges strawberries are sourced from its fruit and veg supplier Desiree.