A Spar retailer has been inundated with offers from retailers looking to stock his quirky bacon jam after the product received the seal of approval from Hollywood A-lister Sarah Jessica Parker.

James Brundle, the coowner of The Village Stores in Walthamstow, said he had won a prestigious listing in Selfridges for the jam and was hoping for similar success with a new vegetarian-friendly onion jam.

Sales of bacon jam, which is made with smoked bacon, onion, coffee and whiskey, had “far outweighed initial expectations”, he said. “This is due to its great taste, point of difference but also the press coverage.”

After The Grocer broke details of the product in August, it featured in the national press and ended up being eaten by Sex & the City star Parker on The Jonathan Ross Show.

“It was a great plug,” said Brundle. “We have had huge demand from the public and this in turn is leading to retailers contacting us directly.”

Production has now been moved from the kitchen of Brundle’s neighbouring Eat 17 restaurant to Welsh manufacturer Patchwork Pâtés. It has also won listings with The Virtual Farmers Market and Turners Fine Foods.

Brundle has also changed the way the product is promoted from “more versatile than ketchup” to stressing its use as a relish “perfect with meat and burgers”.

An onion jam will be joining the line-up over the next couple of weeks. “It’s like red onion marmalade, but nicer,” he added.

The Village Stores was named the best c-store in the country at the 2011 Convenience Retail Awards (organised by Convenience Store and The Grocer).

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