Efforts have steadily increased towards understanding the biological processes underlying key physiological traits in blueberry (Vaccinium corymbosum). Studies have shown high levels of genetic diversity are present within this species, much of which remains to be harnessed. This chapter introduces both the recent advances and current challenges in the breeding of blueberries, with particular focus on demand and production in the United Kingdom. Key cultivars currently used in the industry are listed and their advantages and disadvantages are discussed. The genetic material available and its use in breeding programmes are also covered including crossing with other species within the genus Vaccinium to obtain desirable traits. Also included are sections on phenotyping and marker-assisted breeding. An extensive discussion on the improvement of flavour in blueberry is also provided. The chapter concludes with a summary and a look ahead to future trends in research.