It's the first big year in volume for new strawberry Driscoll Jubilee.

Now in Marks & Spencer, it is being tipped by its supplier as being on course to become the UK's largest branded premium strawberry within weeks.

KG Fruits claims Driscoll Jubilee is the sweetest strawberry ever grown in the UK. The variety is soon going to be available in other multiples.

Typical rsv will be £1.99 per 400g from mid July.

KG Fruits MD Nick Marston said: "Driscoll Jubilee is an exceptional strawberry with a wonderful natural sweet flavour."

KG Fruits, which has 73 grower members and a turnover of £118m, spends £500K annually on research and product development.

*M&S is currently hitting sales of one million punnets of strawberries this week, its highest-ever level.

Director of food Guy Farrant said nearly every pack would have been sourced from the UK, with 45% of them from Kent.