A method to stabilized and impart color to strawberries, which can be fresh, or optionally IQF treated. This method comprises several stages including cuticle removal, alkalinization of the fruit pulp, infusion of a soluble stabilizing agent by immersion in an alkaline media to give the necessary firmness and texture integrity, infusion of dyeing agents by immersion in an alkaline color solution, fixation of said color and stabilizing agents in an acidic solution that has been enriched with polyvalent cations, and ulterior processes to preserve and extend the shelf life.