A new jam by Duerr's made from English-grown strawberries aims to plug a gap for a "good value" offering.
Its English Strawberry Conserve (rsp: £1.69) is made with three different strawberry types traditionally grown for the fresh market not the Polish Sengas used in most strawberry jams and grown specifically for manufacturers.
"Although there are ultra premium conserves available through independents, this is the first good-value conserve available through a national retailer to be made entirely from English strawberries," said sales and marketing director Richard Duerr.
He added: "If the nation embraces the product and shows their support for English fruit farmers, then we'll consider launching a series of English conserves in the near future."
The 454g jars, available in Waitrose now, have labels inspired by the St George's Cross to flag up their "100% English" credentials.
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