Jam gets a savoury twist

Jam gets a savoury twist

The latest innovation insight from Gama Compass™

MANCHESTER – 19th September 2014:  Reinventing jam for a younger generation of consumers is Gama’s innovation focus this week, as we take a look at a the new Spoonfed Foods Savoury Jam line recently launched in Australia.

Blending sweet and savoury flavours, Spoonfed Foods Savoury Jam is designed to attract younger consumers to the jam category through its gourmet, ‘foodie’ positioning . Given names such as Lamb Jam, Ham Jam and Snag Jam, the range has been “created to perfectly accompany foods and deliver an extra flavour dimension” and consists of seven “specially created food condiments that are each designed to go with and balance particular savoury foods; their ‘partners’ ”. The preserves, “made just like jam”, feature adventurous flavour combinations, such as apple jam with mint and rosemary and pineapple jam combined with Asian spices.

Jam is a category that risks falling out of favour. In 2013 Roy Morgan revealed that conventional jams were struggling to resonate with younger Australian consumers, finding that seniors were twice as likely to eat jam and honey products as young adults. Meanwhile, in 2012 the Telegraph reported that jam sales in the UK were also starting to decline. It described how the country’s largest retailer Tesco had begun to respond, launching a new bacon-based product as well as cocktail and smoothie themed jams such as Cosmopolitan Mocktail Preserve.

Spoonfed Foods Savoury Jam is an example of how the jam category might react in order to boost its appeal. New uses, such as in cooking, combined with more adventurous flavours, could hold the key to addressing the category’s image problems and increasing its attractiveness among younger consumers.

Additional sources: Roy Morgan (as reported by Australian Food News), the Telegraph

Image source: Spoonfed Foods


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Cesar Pereira, founder & CEO of Gama, is available for comment. To arrange an interview please contact +44 161 818 8700 or info@gamaconsumer.com.

About Gama

Gama is a global provider of information and insight that specialises in fast moving consumer goods (FMCG) product innovation. With a wealth of experience in business information and a network of over 100 in-country experts in 46 key markets, we offer high-quality news, research and analysis that give our clients a compelling insight into their industry.



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