In the last few years the nutritional value of fruit has been widely studied and requested by the consumers, especially for protection against cardiovascular events, cancer and others as well as for the general health benefits it can provide. These benefits can be ascribed mainly to the Total Antioxidant Capacity (TAC) of fruit which is determined by a complex combination of bioactive compounds, generally related to specific characteristics of the genotype and of its interaction with the environment. Strawberry breeding programs are currently used to acquire new varieties improved for specific agronomic (Yield and Size), qualitative (Firmness, Sugars Content and Acidity) and sensorial (Colour and Aroma) characteristics, all combined to increased disease resistance and plant adaptability. Nowadays, besides to all these parameters is necessary to look for the specific bioactive components well known for their effect on human health. This aspect is now highly requested by the consumer. By testing different commercial strawberry varieties, a wide difference among their production and fruit quality, mostly related to their adaptability to the local evaluation conditions, is generally detected. Regarding their nutritional values, only few varieties nowadays differ for their higher phenol content and total antioxidant capacity. By taking into account this knowledge different breeding programs specifically addressed to increase fruit nutritional value, have been started. A first approach is based on the use of inter-specific crosses within wild and cultivated genotypes, so to increase variability for these characters, while the second by considering the intra-specific crosses within cultivars already known for their agronomic behavior and good quality performance. Herewith, we report on the major aspects related to breeding program aimed to increase strawberry fruit nutritional quality and what we can expect for the improvement of consumer acceptability of this fruit.