Chivers Hartley aims to rejuvenate the £240m sweet spreads sector with the launch of a squeezable jam aimed at kids. That's Fruity is a smooth extra fruit jam without bits (the type kids tend to prefer) that comes in a Gualapack foil pouch ­ the kind of packaging usually associated with soft drinks. Steve Wrigley, divisional marketing director, HL/ Chivers Hartley, said the choice of packaging was safer and more hygienic for children than a jam jar. He said: "It's highly tactile and versatile which allows kids to use the product themselves without involving knives, glass or bits left in the jar". He added: "That's Fruity extends jam usage from traditional spreading occasions to anything from toppings to lunchboxes." It comes in strawberry, blackcurrant, raspberry and apricot flavours. All have 50% fruit content (except blackcurrant with 40%). It will hit supermarkets by the beginning of June. Chivers Hartley is promoting the launch with a £1m TV ad campaign in August and September with the strapline No one can resist a squeeze'. It is also running a PR campaign as well as sampling activity during the summer at major theme parks such as Thorpe Park and Chessington. Rsp: 99p for 340g. {{P&P }}