Specialist berry producer KG Fruits is for the first time offering retailers substantial volumes of what it says is the sweetest strawberry ever grown in the UK.
According to KG's md Nick Marston, the variety was bred specifically for the northern European market and introduced in trial volumes in 2001.
But this year is the first time that retailers will be able to offer commercial volumes - some 4,000 tonnes - of the premium, heart-shaped strawberry.
"We have been doing early season trials, so we are already producing some now and full volumes will come in by mid-July, continuing through to September," he said.
KG has enlisted the help of PR agency Second Nature Creations Ltd to push Jubilee as "the UK's first proper branded strawberry."
As well as embarking on a widespread media campaign, KG will also be showcasing Jubilee at The Royal Shows in Edinburgh and Stoneley.
KG has reportedly put a significant amount of money behind the campaign and that is was probably one of the most significant moves the company had ever made.
Jubilee strawberries are now available from Marks and Spencer stores across the UK and will soon be introduced into all other major multiples.
Marston is expecting the variety to excite consumers immediately.
He said: “Driscoll Jubilee is an exceptional strawberry with a wonderful naturally sweet flavour profile. It literally is the queen of the crop when it comes to summer strawberries. We believe it will become the UK's largest premium branded strawberry within a matter of weeks. Nothing compares to it.”
The restuarant trade will also be another primary focus for the strawberries, KG said. "They are naturally so sweet - a far cry from the likes of Elsanta - so we are hoping the top chefs will really take to them."
