Luxury jams with exotic combinations are moving the category forward According to Robertson's, the top four jam flavours account for 70% of the market, while orange accounts for almost 80% of marmalade market. Nevertheless, many manufacturers believe new flavours can breathe life into a category that has been edging towards stagnation. Alcohol features strongly. English Provender Company's new Extra jams with alcohol team raspberry with port, strawberry with champagne and marmalade with whisky. MD John Curwin says: "In a mature market it is essential to innovate. We take traditional, popular recipes and give them an up to date twist." Other alcoholic indulgences include Baxters luxury vintage marmalade with malt whisky and the Well Preserved range from Well Pickled which includes kiwi and rum, and cranberry and vodka combinations. But there are also less exotic fruits making their debut in the category. The success of Hartley's pure fruit banana jam has prompted Chivers Hartley to add an apple version to the range. "Apples are the nation's second favourite fruit and enormously popular," explains marketing director Steve Wrigley. Other new flavours include gooseberry as well as strawberry and apple. The traditionally festive cranberry can now be found in jam and marmalade formats, as Ocean Spray aims to capture a non seasonal market with Cran.malade and Cran.jam. Both show promising growth, says the company. Robertson's is also moving towards new flavours, such as lime shred in its marmalade range. {{FOCUS SPECIALS }}