This new British berry, will be housed under the new ‘Jubilee Selections by Driscolls’ label.
Elizabeth, named in honour of HRH Queen Elizabeth II’s 90th Birthday, has the same characteristics of Driscoll Jubilee Strawberries in terms of its flavour profile, but unlike its everbearer sister, is grown earlier, bringing British premium strawberry season forward. Commercially, this provides an earlier, more consistent ‘top tier’ supply of UK bred strawberries, creating an incremental sales opportunity for retailers.
Berry Gardens managing director Nicholas Marston said: "We’re delighted to have a new variety of strawberry under the Jubilee Selections umbrella. Thanks to the perfect weather conditions both strawberries will be succulent and sweet, and by bringing Elizabeth into the fold we are able to extend the premium strawberry season, meaning a more consistent supply for retailers and shoppers alike."
Some 1.2 million kgs (1,244 tons) of Jubilee Selections strawberries will be harvested.
Latest Kantar data shows, for the last 52 weeks the total berry market is valued at £564million which is +11 per cent on last year, with strawberries accounting for 51 per cent of the overall British berry market.
Some 80 per cent of Jubilee Selections production is created using Tray Plants, which Berry Gardens say has the advantage of producing larger and more flavoursome strawberries from early in the season.
Jubilee Selections by Driscoll’s is available from May to September. Jubilee Selections by Driscoll’sunder the premium ranges at Waitrose, Marks & Spencer, Asda, Tesco and Sainsbury’s.