While the jam category slides as consumers eschew sugar-laden products, challenger Fearne & Rosie is flying.
According to IRI data, in the 12 months up to February 2026, Fearne & Rosie grew its value and volume sales by over 120%, versus a total category decline of -1.6% in value.
A product design strategy that leads on high fruit content is a major contributor to the brand’s performance, Aidan Conry, the company’s head of sales, told FFD.
“Jam is an innately high-sugar product, but that doesn’t mean that sugar has to be the first ingredient, as it is with many of the brands on-shelf at present. Fearne & Rosie chooses to lead with fruit as our main ingredient and uses 70% fruit in every one of our jars – up to double the amount found elsewhere. We do this so that our shoppers can trust what they’re putting in their cupboard,” he said.
“If the category can restore that trust and show that sugar-first options don’t have to be the norm, there is no reason why new shoppers can’t begin to be recruited again. That’s our strategy and mission; building the best-tasting and most trusted family brand that health-seeking shoppers can relate to.”
Another factor in the brand’s favour is its readiness to turn changing consumer habits into opportunities.
“Two of the biggest breakfast changes and trends in recent years – overnight oats, and high-protein yogurts – are perfect for jam. Who wouldn’t want a high-fruit and lower-sugar jam in their oats or yoghurt?” said Conry.
But he also emphasised that shoppers can be creatures of habit, and highlighting this versatility of use is key to driving repeat purchase.
To this end, the brand is seeking to create new usage occasions through cross-category partnerships. All Things’ Mango Cottage Cheese, and Mixed Berries Cottage Cheese, which use Fearne & Rosie’s Mango and Superberry preserves respectively, are examples of this.
Fearne & Rosie is also driving growth through its own NPD programme, which included the introduction of a new ‘Seedless’ preserves range this year. The range launched to the independent trade in February, with two SKUs – Raspberry and Strawberry (RRP £3.50/310g) – available via distributors.
This article first appeared in the April 2026 issue of Fine Food Digest.
