My guess is that, if you read the small print on the label, you'll find that the variety is Elsanta. Although Elsanta strawberries can be lovely, many are picked too early and, even though they look ripe, they can then turn out to be hard and sour. (If they've been picked at the right time they should smell strongly, with the aroma possibly permeating any plastic wrapping).
So look for a different variety. The one you're probably most likely to find is Sonata but there are lots of others.