Diversification is the name of the game as more companies are ever keen to stretch their brands into other categories. Preserves manufacturer Nelsons has launched its first range of premium fruit fillings under the 19th century celebrity chef' Mrs Beeton. Six flavours suitable for pies and pancakes containing between 40% and 50% fruit, will be up for grabs in 390g jars (rsp £1.09) from October. Product manager Priti Patel says: "There wasn't any activity on fruit fillings and the home baking fixture was begging for a premium product. There is huge potential for this sector, and we believe the fruit fillings will contribute to revitalising the market." More products using the Mrs Beeton's tie up are in the pipeline, says Patel. {{FOCUS SPECIALS }}