Berry supplier Berry Gardens is launching a new brand alongside new early premium strawberry variety Elizabeth.
The new brand, named Jubilee Selections by Driscoll’s, will include Driscoll Jubilee alongside new variety Elizabeth, which was named in honour of Queen Elizabeth’s 90th birthday.
Elizabeth has the same attributes as Driscoll Jubilee in terms of flavour and profile, but crops early and therefore provides a more consistent top tier supply of UK-grown strawberries, Berry Gardens said.
Berry Gardens managing director, Nicholas Marston, said: “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.”
The company said it expects to harvest 1,244 tonnes of Jubilee Selections strawberries during this season, with the brand available from May to September in the premium berry range of Waitrose, Marks & Spencer, Asda, Tesco and Sainsbury’s.
The majority (80 per cent) of berries chosen for the Jubilee Selections range come from tray plants, in order to produce large and flavoursome fruit early on in the season.
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