Premier Foods is axing its Chivers brand in favour of a fresher outlook under its Hartley’s title.
In an effort to bring jam consumers to the marmalade market, Premier has decided to sell its Olde English marmalade under the fresher brand name of Hartley’s.
“People are buying the Olde English variety of marmalade because it is a classic product, and we think it won’t make a difference to its existing customers if it is labelled as Chivers or Hartley’s,” said Paul Ardron, marketing controller for spreads at Premier Foods.
Premier said the Hartley’s brand had seen 14.6% growth year-on-year since the relaunch of Hartley’s Best jams about two years ago. “Chivers had quite an old customer base so needed a shake-up. We are offering a more exciting brand with good fruit values and a wider range of flavours,” said Ardron.
The company has also just launched Hartley’s reduced sugar jams and marmalades, including a pink grapefruit version of the latter. These contain 25% less sugar and a much higher fruit content of 50%, and are sold in a new shape of jar.
Hartley’s Olde English marmalade will also be sold in the new jar, but the product itself will remain the same.
“We wanted to communicate that it was the same recipe but with a new jar,” said Ardron.

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