analysis by Sheila Eggleston Bucking the downward spiral of sweet spreads is uppermost in everyone's minds for 2001. Although the value share of the total preserves market checks in at £137.8m, a drop of just 1% year on year, there is an urgent need to change consumers' perception of the products. But what do you do with a product that consumers see mainly as something you slap on a piece of toast for breakfast? Thinking up ways to make preserves more appealing and profitable has led to moves into snacking and convenience, in the same way that cheese manufacturers created added value lines from a commodity price driven sector. Commoditising the market has had an impact. EDLP has taken its toll on standard jam which has borne the brunt of heavy retailer pricing activity in the quest for higher volume. Chivers Hartley's flagship brand Hartley's Original operates here, and the company says there are some EDLP issues on standard jam which it is addressing. It is coming to the end of a project to redefine its brands and the results will be key to future plans. "It's a busy fixture and we are trying to simplify the range. We are making the brands we have work better for us ­ and we have huge brands with huge heritage and awareness," says brand marketing controller Yvonne Adam. Duerr's says the increase in demand for convenience and food to go has had a damaging effect on the fixture. But last year it too moved into snacks with Duerr's Dips ­ snack packs of strawberry jam and chocolate spread with finger biscuits for kids. It is relaunching the line in February in brighter packaging featuring a gooey' monster character to improve its appeal to youngsters. "Growth is slow at the gimmicky' end of the food to go market, such as squeezy bottles of jam aimed at children," says sales and marketing director Richard Duerr. "Where sweet products are concerned, portion control is important to parents, as is the mess potential of a product." Trustin Unimerchants category manager Sandra Sherratt believes food to go hasn't had much effect on the Bonne Maman range it handles, particularly with the emergence of city coffee bars and people wanting a croissant with jam to eat on the run or at their desk. "These are opportunities for independents to site jam next to in store bakeries. Mini pots too can act as a trial mechanism," she says. But it is the premium products which are still on the most wanted list in the form of better for you, organic and extra fruit lines. Also the movement towards smaller jars to take account of smaller households and less shelf space is a trend many see growing. Chivers' is keen to forge a closer relationship with its French sister company Materne/Boin, maker of high quality extra jam and mini pots, to gain access to what is happening in the French market ­ a move perhaps fuelled by the joint venture between Bonne Maman's owner, Andros, and Trustin's parent company the John Lusty Group. Bonne Maman claims a 35% value share of the extra jam brands [AC Nielsen], and a retail sales value of £7.63m, which Trustin's says is because "it's delivered". The company has invested in press and poster ads this year to spur sales further. "There are weekend occasions when people want to indulge," says Sherratt. Heavy investment and brand support is promised by all the major players this year. Chivers' Adam says: "We've been quiet for the past 12 months but this will change in 2001 with our brand getting full support." Duerr's is planning further investment to support its relaunched range through women's press, sampling, and a repeat of its cause related campaign offering a donation to Cancer Research for every jar of marmalade sold. "The resultant sales increase has already been felt since the June launch. Research shows that when price and quality are equal, 86% of consumers would be influenced to purchase the brand linked to a charity." Its marmalade is all priced at 93p and any promotions run across the entire range. Keeping things simple is the key to good merchandising, says Duerr. "The need to attract consumers back to the jams and preserves fixture has forced retailers to slim the fixture by reducing ranges and promotions." Cross promotions rather than bogofs are seen as boosting the sector, such as Chivers' recent link with Lurpak. Robertson's jams and Golden Shred marmalade are being promoted with Hovis wholemeal bread through direct mail to 30,000 British households. Although marmalade has suffered more than jam because it is a "breakfast" product, thin and thick cut have increased share, says Centura Foods. Essex based Tiptree says its joint venture with Stonegate eggs and marmalade last year, reached a "new yet pertinent audience". Organic has been particularly good for Tiptree which plans more varieties. Sales and marketing director Ian Thurgood says organic is likely to be the norm with prices driven down towards, but not reaching, those for non organic. Baxters' marketing director Robin Lambie says: "The amount spent on organic food by UK consumers has trebled in the past three years, but fresh produce still accounts for the majority of sales. We believe there is still significant opportunity in the ambient sector." Gordon Foods, whose organic lines account for between 10% and 15% of its products, has been increasing its range over the years. Its latest, Bananalade, in 227g jars, is not organic. Casting an aura of health around the reduced sugar sector has been key in the creation of new brands and variants. Streamline Foods says reduced sugar lines have grown and now make up 11.4% value of the total jam market and 10.1% volume, and 6.6% in value of the marmalade market and 5.7% by volume [ACNielsen]. "Strong promotions have supported this growth with the 50% extra and 100% extra free packs driving trial and maintaining volume uplift after promotions," says sales and marketing director Paul Boggon. A first for Bonne Maman has been a reduced sugar variant, Light & Fruity. Carluke based Renshaw Scott wants to attract a wider audience for its Scotts no added sugar preserves and gift packs. "Innovative packaging is encouraging new usage, but the opportunity presented by our greying' population shouldn't be lost as this is now the fastest growing demographic sector in Europe," says product manager Nigel Jones. "Retailers understand that regionally made products are an essential element of any successful category portfolio." EU regulations prevent some sweet spreads being classed as jam because of their sweetener. One of these is Whole Earth Foods, with a new range described as pure fruit spreads. These contain 45% fruit, and use organic fruit juice. Among the smaller operators, Cottage Delight claims its point of difference is that it is one of the few UK manufacturers that still produce preserves using traditional methods to guarantee flavour and colour. Among its specialities are strawberry jam, lime marmalade and lemon curd. {{FOCUS SPECIALS }}