- Strawberries have increased from 13.6g in 2011 to 21.5g this year, according to S&A Group
- Raspberries have doubled in size and blueberries have tripled in size over the same period
- But S&A Group’s Peter Judge says bigger fruit doesn’t always deliver flavor
The average weight of Britain’s most popular berry has reportedly increased by 60 per cent in the last 12 years.
According to S&A Group, Britain’s largest independent supplier, strawberries have increased from 13.6g in 2011 to 21.5g this year.
The average diameter has also increased sharply, from 23mm to 25mm in 2011 to 27mm to 41mm in 2023.
Driven by consumer demand, other berries have also followed the trend: the typical size of raspberries has doubled over the past two decades and the size of British blueberries has tripled in size over the same period, The Times reports.
According to industry association British Berry Growers, the increases are due to agronomists growing “more desirable varieties”.
According to S&A Group, Britain’s largest independent supplier, strawberries have increased from 13.6g in 2011 to 21.5g this year
Other berries have followed this trend, with typical raspberries doubling in size over the past two decades and British blueberries tripling in size over the same period
And those who bought British strawberries and raspberries this summer may have found them tastier than usual, ostensibly because of slower ripening in this year’s cool spring.
Peter Judge, Group Managing Director at S&A Group, told the newspaper: “Britain’s retailers believe consumers want bigger berries, but it’s fair to say they don’t always deliver the taste.”
“We have a variety called Lady Isla, which is actually a small berry, but our best-tasting strawberry. “It’s not always the case that big berries equate to big taste.”
Commercial pressure to grow larger fruit has come from British consumers and is at odds with preferences on the continent, S&A Group said.
But supermarkets are requiring suppliers not to pack baskets of strawberries larger than 45mm in diameter because customers want value for money.
Nick Marston, Chairman of British Berry Growers, added: “With this increase in size specification, the aim is to enable customers to waste less fruit when peeling the strawberries and get nicer pieces when slicing the berries.”
“It’s also about visual appeal – big, bold fruit actually appeals to the consumer more than a pack with a very large number of very small berries.”