- Available in 160 stores for 9 weeks only from Wednesday 14th of May, each King berry should measure at least double the size of our standard strawberry
- Viral Japanese strawberries selling in LA for $19 per individual berry
- Searches for British Strawberries are up 65% on Waitrose.com in the last 30 days, showing the correlation of early season sun and our desire to bite into the best of British produce ASAP
These vibrant King Strawberries can each weigh up to 90g and are chosen by hand for their size, colour, ripeness, and high brix levels (the sweet version of the chilli Scoville Scale).
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. Both varieties are descendants of a historic British breeding programme from the South East of England, which has over 150 years growing history and nearly 40 years as a breeder of exceptional berries. So they know a thing or two about what makes a good one!
Alice Round, Waitrose Berries & Cherries Buyer comments, “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.”
Waitrose Strawberry Grower, Berryworld said; "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.”
Waitrose berry growers work relentlessly each year to supply us with not only the pick of the crop, but also to help protect the surrounding farmland. With initiatives such as growing different species of plants and wildflowers to encourage biodiversity and improve soil health, and by donating the fruit which doesn’t meet those specifications to FareShare, to name just a few vital initiatives.
Year on year, sales of Waitrose strawberries:
Our most popular strawberry recipes of the month:
