The first English glasshouse strawberries are set to hit supermarket shelves two weeks earlier than normal.
The first token pickings were delivered to Sainsbury this week by the Summerfruit Company, a venture between Redbridge AFI and Worldwide Fruit.
The early arrival is due to new growing practices and grower Peter Wensak said it might be possible to start the season even earlier in the future.
Sainsbury said it planned to stock the fruit in at least 50 stores priced at £2.99 per 200g. Craig Sibett, soft fruit buyer, said it would be sold under the Taste the Difference brand because it was so good.
Availability will be built up until April from the 23 acres of heated glass which is operated by Wensak.