Each berry in the new line can weigh up to 90g
Waitrose has launched a limited-edition line of British King Strawberries, which are twice the size of the retailer’s standard berry offer.
Available in 160 stores for nine weeks from 14 May, each of the berries can weigh up to 90g and are said to be chosen by hand for their size, colour, ripeness, and high brix levels. They are described as being ready from farm to fork within 24 hours.
Each 600g £5 pack will contain one of two different varieties: Eve’s Joy, which is known for its consistent and extremely glossy vibrant colour and flavour, and Eve’s Delight, which is known for its exceptional quality and growing power.
Alice Round, Waitrose’s berries and cherries buyer, said: “What makes this first flush of the British season extra special? The ‘science’ bit is that the first strawberries the plants produce are able to utilise more food and fuel from the plant to generate that standout size and flavour, which is why the first pick is generally the biggest and sweetest.
“King Strawberries are well worth looking out for while they last, and truly represent the best of British seasonal fruit.”
A statement from supplier BerryWorld added: “It’s always an exciting time to get the first pick of strawberries out to Waitrose customers, and we pride ourselves on making that happen as quickly as we can from farm to store, so that each strawberry tastes just as good as one you might pick yourself.
“Further to that we know when consumers go picking strawberries, their mission is to search each plant for the biggest and most ruby red berry they can find. With the new Waitrose King Strawberries, we’ve done that hunt already.”
The launch comes as Waitrose reports sales of its own-brand strawberries up 68 per cent year on year, with Waitrose Duchy Organic strawberries rising 300 per cent and Waitrose No.1 strawberries up 41 per cent.
