Reduced-sugar jam brand Fearne & Rosie partners with Children in Need

Reduced-sugar jam brand Fearne & Rosie has kicked off a three-year partnership with BBC Children in Need.

The brand, which is backed by serial fmcg investor Giles Brook, plans to raise £500,000 over the next three years to fund grassroots organisations and project workers across the UK.

The brand will revamp its bestselling strawberry jam SKU as an “endearing” Pudsey Edition, which shoppers can also personalise via the brand’s website (rsp: £3.20-£5/300g). From each jar sold during its initial launch period, £1 will go to Children in Need.

The brand said two major retailers were lined up to sell non-personalised Pudsey Edition SKUs from January 2023, adding it was “expected the jar will become a permanent addition to the Fearne & Rosie range” to raise money for Children in Need all year round.

Fearne & Rosie founder Rachel Kettlewell said the launch came “at a time when more and more families need help” and offered “an opportunity to provide additional support for vulnerable children across the UK”.

Investor Giles Brook added it was “fantastic that we’ve got national retailers firmly behind this, so that we can raise as much money as possible for Children in Need”.

The move comes after the brand last month refreshed its range with a new look designed to play up its low-sugar credentials, and position it as “the ‘go to’ family jam brand”, to coincide with the launch of its 300g jars into 155 Waitrose stores across the UK.