BACKGROUND: High anthocyanin content and the presence of other bioactive compounds are attractive characteristics of strawberry fruits for healthy consumption. OBJECTIVES: To characterize the anthocyanin content and the presence of other bioactive compounds, including anthocyanin (total and predominant types) andantioxidant activity; and to determine the physico-chemical fruit quality parameters of two new strawberry cultivars. METHOD: Fruits of two new hybrids were extracted and total anthocyanin and antioxidant activity were determined usinga UV-Vis spectrophotometer. Individual anthocyanins and vitamin C were measured using an HPLC. Physico-chemical characteristics of fruits were analyzed. RESULTS: Hybrid No. 4 line 5 and hybrid No. 4 line 26 are two potential new strawberry cultivars that are rich in anthocyanins. The total anthocyanin contents of these two hybrids were approximately 31–38 mg/100 g FW with no significant differences between them. Cyanidin 3-glucoside and pelargonidin 3-glucoside were foundat amounts of approximately 15–24 mg/kgFW and 332–478 mg/kg FW, respectively. Total phenolic compounds and FRAP activity of the two hybrids were approximately 2295–2579 mg GAE/kgFWand 27–30 mmol Fe2 +/kg FW, respectively. CONCLUSION: The two new hybrid strawberry lines, hybrid No. 4 line 5 and No. 4 line 26, when compared to the parents, had higher levels of bioactive compounds, especially anthocyanins, total phenolics, and FRAP, together with improved physico-chemical quality, and higher vitamin C content. These results indicate a considerable potential of these hybrids for commercial cultivation in Thailand and other production regions.