Picota cherry producers have confirmed they are expecting an improved crop this season, with volumes expected to reach 4,500 tonnes.
Forecasts from the Designation of Origin Regulatory Council of the Jerte Valley Cherry (DO) are much better compared with last year's total of 3,950 tonnes.
Foods from Spain will again be running a promotional campaign to support season, which will see 1,730,000 promotional packs, with offers ranging from a free bottle of Cava to free entry for children to more than 130 UK attractions with three proofs of purchase.
Six national retailers are taking part in the promotion, including the top four.
María José Sevilla, director of Foods from Spain, said: "This is the biggest and best campaign we have yet run with activity in all the major UK retailers.
"With production volumes expected to be higher than last year and quality looking excellent we are hoping for a record season in the UK market."
The season will also be promoted in the consumer media, in-store radio, supermarket magazines and floor graphics. Adverts will also be appearing in You Magazine, The Sunday Times, OK, Hello, Prima, Good Housekeeping and Delicious.
Jesús Martín, managing director of Cereza del Jerte Denomination of Origin Regulatory Council, said the weather has been ideal: "The winter in the valley has been much colder than usual, which has favoured a great bloom, so we have more fruit than at this time last year.
"The UK consumer demands cherries with a large calibre and intense, sweet flavour. Picota cherries have these characteristics; they are big, fleshy, firm and crunchy with a high natural sugar content."
