L* value significantly decreased in all the samples suggesting darkening of the product. Zavala, Wang, Wang & Aguilar (2004) found similar trend in L values of strawberry during storage at different temperatures. However, the decrease in L* value was seen more in untreated samples (39.12%) in comparison to the treated samples. As US treatment time increased, the percentage decrease in L* value of samples was least in 30 min (11.89%) and 40 min (11.87%) treated samples and further increase in treatment time to 60 min resulted in greater decrease (31.93%) in L* value after the storage period of 15 days. This suggests 30–40 min US treatment time (33 W) as most suitable for better retention of L value in strawberry. Aday et al. (2013) also reported a similar trend of better retention of L values due to US treatment at 30 W in comparison to untreated samples