Sainsbury's is expecting to sell more strawberries this year than ever before, following week of record sales.
The retailer sold 1.8 million punnets in the last full week of June, accounting for one per cent of total sales and became the supermarket’s number one selling line across all of its food ranges.
Sainsbury's expects the boom to continue thanks to continuing good weather and the UK's increasing appetite for British strawberries.
Last year, Sainsbury's sold 13.5million punnets of strawberries between July and September and this year it is expecting to sell 14.5million, a growth of eight per cent.
Elsanta is the best selling strawberry variety. It is currently on special offer for half price, a position the retailer believes has fuelled the record sales but many growers and industry analysts believe is untenable long-term in delivering good returns to growers as it could devalue the product.
Peter Lyons, Sainsbury's buyer said: "You simply can't beat a British strawberry - the warm weather has provided ideal conditions for our crops to ripen to perfection, no wonder they are our best selling line and flying off the shelves."
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