Ocean Spray is to spread its superfruits expertise into the jams market with a three-strong premium range of conserves.

The producer, renowned for its cranberry juice drinks, has joined up with traditional jam maker Duerr's to launch Ocean Spray Growers' Reserve Conserves. These will come in three cranberry-based combinations with raspberry, blueberry and pomegranate, priced at £1.69 for a 340g jar.

The range, which is currently being rolled out into Tesco and The Co-operative Group, is made with 50% fruit and contains no preservatives or artificial ingredients.

"With the popularity of cranberry and other superfruits such as pomegranate and blueberry across other grocery categories, we are confident that these variants will be popular," said Jamie Robinson, commercial director at Ocean Spray. He predicted the newcomer would produce sales of £500,000 in its first year.

The range is set to benefit from a £15m investment in the total Ocean Spray brand in 2007, including national advertising and trade and consumer promotions.

Robinson added that the range had received "a very positive reception from buyers", who have complained that the category has lacked regular NPD in the past year.

Jam producers have been accused of being too conservative when it comes to capitalising on the increase in popularity of superfruits and have lost out to other breakfast foods that contain superfruits, including cereals and juice drinks. Despite this, jam sales grew 1.4% to £88.3m, according to TNS [52 w/e 5 November 06].

Ocean Spray will be up against established jam manufacturers such as Streamline, which has announced it is looking to introduce pomegranates, grapes, goji berries and cranberries to its jams as limited edition offerings.