HEALTHY BREAKFAST TRENDS Jams & Spreads T


he war on sugar isn’t con�ined to sweets, snacks and soft drinks. The latest category to fall under the


spotlight is breakfast. With terms like gluten-free and reduced-sugar catching the eye of consumers, research shows that two thirds of Brits are looking to considerably cut their sugar intake and breakfast is one way they can take control over the white stuff. The latest �igures reveal that adults


and young children consume twice the maximum recommended amount of added sugar, with 11 to 18 year olds eating and drinking three times the recommended limit (YouGov, January 2016). The World Health Organisation has warned that sugar consumption should be halved to help reduce health problems such as obesity and tooth decay, (WHO, September 2014) and the call for the UK Government to place a sugar tax on sugary drinks and junk foods is gaining momentum. However for savvy food brands, this is creating a new market ripe for explosion. One such brand is JimJams, which


was launched after founders Kevin and Kellie Bath recognised that


there was a crucial gap in the market for jams and spreads that contained less sugar. “As a parent to small children, we wanted them to enjoy spreads just like other children - but myself and my wife Kellie were


HEALTHY PRODUCTS ARE AS POPULAR AS EVER, WE LOOK AT A TASTY BREAKFAST TREAT WHICH IS HEALTHIER THAN YOU MAY THINK!


more aware about what we eat and health and wellbeing is paramount. As a result we are changing our shopping habits and paying much more attention to what we put in our shopping baskets,” notes Kevin. However, despite the nation’s sugar


concerned about the amount of sugar in them. We searched, but failed, to �ind a healthier alternative on the market. It then became a mission to create something that tasted fantastic - yet which also contained less sugar - and JimJams was born.” JimJams produces award-winning


Milk Chocolate and Hazelnut Chocolate Spreads which contain 83% less sugar than other brands, and Jams which are also reduced sugar and have 33% more fruit giving them the nutritional edge over competitors. “The media is focusing so much


attention on food and health, we, as a nation, are becoming much


struggles, one food that consumers are keeping at the top of their shopping list is chocolate. Chocolate spreads, in particular, have become incredibly popular as a breakfast choice, and not just with children as more adults opt for a cocoa-based treat. “In the last four years, sales of chocolate spread in general, have increased by more than 20% year on year. This is a trend that looks set to grow this year too,” adds Kellie. Spreads like JimJams are


responding to the consumer need for a healthy alternative while offering retailers a point of difference. “People want a treat but don’t want the calories or high sugar content, this gives our products a unique position in the market as our customers love the taste and love the fact that they are still making a healthier choice.” ●


www.jimjams-spreads.co.uk The Delicatessen Magazine 39


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