Real reason British strawberries will taste very different this summer

Balmy days can be made all the more heavenly with a big bowl of fresh strawberries, and this year, we're in for a real treat.

According to experts, British are all set to be "sweeter and more shapely" than ever this season, with the exceptional flavour profile of the 2025 yield benefiting from unusually high levels of sunshine, as well as heightened activity.

This means your favourite fragrant will be arriving on shelves packed with even more scrumptious flavour than usual. All you'll need is a refreshing scoop of ice cream, or indeed, a glass of Pimm's, depending on your mood. But why can we expect such a particularly moreish crop this year, and what goes into growing the perfect strawberry?

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British Berry Growers, the body representing 95 per cent of all berries grown and sold in the UK, says that warm days and cool nights have provided the ideal conditions for this quintessentially British fruit to thrive, with the recording the highest levels of sunshine in 100 years.

This has sweetened the flavour profile of the berries, while increased pollination in March and April, due to thriving bee activity, means you can expect to plenty of classically shaped strawberries. According to growers, high light levels and mild in early spring mean the crop has also been brought forward by around seven days compared to previous years, resulting in punnets landing on shelves earlier than expected.

Peter Judge, Group Managing Director at S&A Produce & Director at British Berry Growers, explained: "The start of the British strawberry season is always a highly anticipated time, and this year is no exception. The warmer, sunnier bursts interspersed with cooler snaps earlier in the year allowed the crop to develop slowly. This has supported the creation of strong root systems, which create a really strong engine for the plants to grow fantastic fruit with excellent levels of natural sugars.

"One of the amazing things about our UK growers is the sheer variety of strawberries they produce. I’d encourage consumers to look out for the varieties on packs and try something new this year. There’s so much choice now that there really is a strawberry for every palate."

Meanwhile Jill Witheyman, Head of Marketing at Angus Soft Fruits, added: "A strong season like this is not just great for consumers, it’s vital from a grower’s business perspective too. High-quality fruit and consistent yields help us meet customer demand, maintain strong relationships with our buyers – the - and reinforce our reputation for excellence. Healthy, thriving crops are also more efficient to manage and harvest, supporting both the sustainability and long-term growth of our farms.”

And Amelia McLean, Director of Kent-based Hugh Lowe Farms, commented: "This year's weather has already produced berries that not only look fantastic but are also sweet and full of flavour. Given that we are at the front end of the season we’re excited to see this trend continue to deliver premium berries to supermarket shelves this summer."

Meanwhile, Nick Marston, Chairman of British Berry Growers, stated: “This year’s early season strawberries are looking exceptional in both flavour and form. The warm weather, high light levels, and active pollination have come together beautifully. We’re expecting a strong yield and outstanding taste quality this season.”

Do you have a story to share? Email me at julia.banim@reachplc.com

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