For the first time in 35 years Duerr’s has recommenced manufacturing its Manchester Marmalade, following a new £5m deal to supply Tesco.

Manchester-based Duerr’s launched the marmalade in the 1950s. It fell out of favour with retailers in the early 1970s, who deemed it too regional and therefore unsuitable for national listings, according to sales and marketing director Richard Duerr.

However, the company has signed a deal with Tesco to supply the marmalade to 75 stores across Greater Manchester and the north west, as part of the retailer’s ongoing initiative to invest in local producers.

The relaunch is part of a new £5m contract Duerr’s drew up with Tesco last month to supply a range of branded jams, marmalades and own-label honey across 700 stores.

As well as an increase in factory capacity, Richard Duerr expected the new deal to increase the company’s £38m turnover to £50m over the next 12 months. He said Duerr’s even managed to push through shelf price rises in the negotiations.

“This new initiative means we can give the people of Manchester a product to call their own again,” said Duerr. “We hope other national retailers will consider stocking Manchester Marmalade and urge Mancunians to purchase a jar to help demonstrate to retailers that regional products have a place on supermarket shelves.”

Fifty per cent of the profits from each jar of Manchester Marmalade, which retails at £1.19 compared to £1.09 for a standard jar of fine cut marmalade, will be donated to charity Forever Manchester.