Duerr's aims to entice younger consumers to its brand with a new range of modern-looking jams.
The five-strong line-up is available from Tesco now and will hit Nisa-Today's shortly, lining up alongside existing Duerr's lines. Containing 45% fruit, the range includes family favourites such as strawberry, blackcurrant and raspberry and comes in a smaller jar than standard (340g, rsp £1.29, compared with 454g, rsp £1.59) that will "make it more accessible", according to sales and marketing director Richard Duerr.
"We want to appeal to a new generation of jam eaters," he said.
Sales of Duerr's rose 12.1% to £6.4m last year, compared with a 1.1% decline for the total jam and marmalade market [Nielsen MAT to 2 October, 2010]. It is now the fifth-bestselling brand. A seedless raspberry and an apricot variant complete the line-up, which has 35%-45% fruit.
The five-strong line-up is available from Tesco now and will hit Nisa-Today's shortly, lining up alongside existing Duerr's lines. Containing 45% fruit, the range includes family favourites such as strawberry, blackcurrant and raspberry and comes in a smaller jar than standard (340g, rsp £1.29, compared with 454g, rsp £1.59) that will "make it more accessible", according to sales and marketing director Richard Duerr.
"We want to appeal to a new generation of jam eaters," he said.
Sales of Duerr's rose 12.1% to £6.4m last year, compared with a 1.1% decline for the total jam and marmalade market [Nielsen MAT to 2 October, 2010]. It is now the fifth-bestselling brand. A seedless raspberry and an apricot variant complete the line-up, which has 35%-45% fruit.
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