A new variety of Australian-grown strawberry is ready to hit the market. The difference? They’re white and blush rather than red.

The results comes after years of research, cross-breeding and on-farm trials according to ABC News, and the white strawberries – which range in colour from cream to blush pink – actually originated from a natural genetic mutation.

Berries Australia chief executive officer Rachel Mackenzie said we all like something new.

“… strawberries are well-loved by kids,” she told ABC News.

“If you’ve got something new and exciting to try, that’s really exciting for them.”

The differences go beyond appearance too, with the flavour profile and aroma both differing from red strawberries. Some of the new varieties are described as being sweet, like lo0llies, while others have hints of pear, pineapple, vanilla, and guava.

The lighter strawberries are slowly making their ways to Australia from Japan and the US with some locally grown also hitting the shelves. Bundaberg-based grower Toan Nguyen told the ABC that he had seen white strawberries in Japanese stores and had become curious as to why they weren’t sold in Australia.

His family’s farm, SSS Strawberries, is now growing a few thousand plants with the Japanese genetics, and they have plans to expand.

“The feedback has been amazing some say it’s actually sweeter than the red ones,” he said.

“We don’t have enough to sell at our farm shop. We are sold out by lunchtime.

“[At first customers] thought it was under ripe, so no one bought it until we started posting about it and they started tasting it.”

A second farm, TSL Family Farms located at Bellmere near Brisbane, had been supplying “Rose Pearl” berries and said their experience was that Coles  couldn’t keep up with the demand.

“There are none left on the shelves anywhere,” co-owner Laura Wells said.

“We’ve only been able to send them through to New South Wales and Victoria currently, and only to a few chosen stores.”

TSL Family Farms secured the exclusive rights to the Rose Pearl variety, which was developed in Florida, and said commercially it was exceptional thanks in large part to its hardiness in heavy rain.

Jodi Neal, who leads the Australian strawberry breeding program that has developed about half the strawberry varieties grown commercially in Australia, said it took seven years to go from cross-pollination to commercial release. There was also rigorous testing to ensure plants performed for farmers.

“We are trying to make sure our farmers stay sustainable, that they can stay in business,” she said.

“The best part of my job is seeing the varieties that we’ve developed here in Australia, grown by our Australian farmers and being enjoyed by our consumers.”