There’s little more British than strawberry jam. Of course, we eat all sorts of preserves – raspberry, blackcurrant, plum – and they are all delicious. But nothing captures the nation’s hearts quite like strawberry.
No jam is as widespread, or as deeply embedded in our desserts and afternoon teas. On scones with clotted cream, in a roly-poly, simply spread over buttered toast, as a filling for Victoria sponge or, perhaps a more modern take, with granola and yoghurt. And while such an old-school product could, in theory, go out of fashion, the opposite appears to be happening, with sales of strawberry jam at Ocado rising 31 per cent in the year to August.
While making your own can be a fun way to use up a seasonal glut (this summer has seen a bumper harvest) supermarkets are filled with excellent options, from own-labels under a pound to fancier jars.
You’ll find these variously labelled as jams, preserves or conserves. While similar, jams tend to be smoother, preserves and conserves a bit more chunky. Here, The i Paper has tested 14 options across the three categories available in British supermarkets, judging primarily on taste and texture, while taking into account price, too.
Diddly Squat strawberry jam
£4.90 for 340g, Ocado. Sugar: 65g per 100g
Wincingly sweet, this is one that will please children but divide adults. There’s a nice texture, with a little bite from the seeds, but it really needs a little acidity to cut through the sugar. There are better options out there for less.
3/5
Maribel strawberry conserve
£1.79 for 450g, Lidl. Sugar: 57.7g per 100g
A welcome fruitiness – tasting like macerated strawberries – this is sweet but balanced with a nice lemony acidity. The texture is mostly smooth, with a little bite, and this would go wonderfully in a dessert, perhaps a cake or dolloped on a pavlova.
4/5
M&S British strawberry preserve
£2.65 for 235g, M&S. Sugar: 55.7g per 100g
Delicious, tasting like the finest fresh strawberries, this is good enough to spoon out of the jar. There’s a lovely citrusy hint that balances the fruit’s natural sweetness, and a very high fruit content of 69g per 100g. A grown-up preserve, this is a hit, reminiscent of a continental breakfast at a fancy hotel.
5/5
Diddly Squat strawberry jam, £4.90; Maribel strawberry conserve, £1.79; M&S strawberry preserve, £2.65The Best strawberry conserve
£2.55 for 340g, Morrisons. Sugar: 57.5g per 100g
Some surprisingly large chunks of strawberry throughout this preserve, which is rather nice, making it feel homemade. Overall a good effort, almost rustic feeling, but a tiny bit too sweet.
3.5/5
Irresistible extra fruity strawberry conserve
£3.20 for 340g, Coop. Sugar: 61g per 100g
A little artificial-tasting, like strawberry laces, this is overly sweet (no surprise given its sugar content). In a Victoria sponge alongside cream, or dolloped onto yoghurt, it would balance out, but on its own it’s a little overwhelming.
2.5/5
Finest strawberry conserve
£2.55 for 240g, Tesco. Sugar: 53.7g per 100g
A relatively low sugar content makes this quite an elegant jam. The fruit tastes real, rather than artificial, and there’s a good level of acidity to balance it out. At that price, there are few better.
4.5/5
Aldi Specially Selected strawberry conserve, £1.39; Bonne Maman strawberry conserve, £3.60; Duchy Organic strawberry preserve, £2.95Daylesford Organic strawberry jam
£5.50 for 227g, Ocado. Sugar: 65g per 100g
A thick-set jam that tastes of the finest strawberries, transporting you to Wimbledon on a sunny day. There’s a nice crunchiness, and a deep, rich backnote to the jam. Let down slightly by being a touch too sweet – you couldn’t eat too much of it.
4.5/5
Tesco seedless strawberry jam
89p for 454g, Tesco. Sugar: 60g per 100g
Completely smooth, this has a jelly-like consistency – not what I look for in a jam. It’s sweet and a little artificial-sweet tasting, perhaps from the inclusion of glucose-fructose syrup. Very affordable, but best avoided.
2/5
Darbo strawberry jam
£2.90 for 200g, Ocado. Sugar: 37g per 100g
A rather wet consistency, almost like a compote; this would be ideal on yoghurt and muesli for breakfast. A very low sugar content and it shows in the taste; it’s just not that sweet. Refined and elegant, it could benefit from a touch more sugar.
4/5
Morrisons’ The Best strawberry conserve, £2.55; Irresistible extra fruity strawberry conserve, £3.20; Tesco Finest strawberry conserve, £2.55Specially Selected strawberry conserve
£1.39 for 450g, Aldi. Sugar: 55.4g per 100g
Another more liquid option, this tastes like overripe strawberries – in a good way – but could have done with a bit more acidity to regulate the sweetness. Overall, however, a good all-rounder at a decent price that will please cildren and adults alike.
3.5/5
Bonne Maman strawberry conserve
£3.60 for 370g, Sainsbury’s. Sugar: 59g per 100g
A classic for a reason, this has pleasing chunks of fruit that taste like the ripest summer berries. The textural contrasts of the fruit, seeds and jam is wonderful. While arguably the best, consistency-wise, it is a touch too sweet to be the standout option. A worthy contender nevertheless.
4/5
Duchy Organic strawberry preserve
£2.95 for 340g, Waitrose. Sugar: 64.6g per 100g
Quite a thick-set jam, this tastes very rich and sweet, almost like molasses, perhaps due to the high sugar content. The earthiness means it doesn’t veer towards strawberry laces territory, but it is on the sweet side. A good texture – this would be a good option simply spread on buttered toast.
4/5
Daylesford Organic strawberry jam, £5.50; Tesco seedless strawberry jam, £0.89; Darbo straberry jam, £2.90Waitrose Essential strawberry jam
£1.20 for 454g, Waitrose. Sugar: 63g per 100g
A thick texture; this is surprisingly acidic considering its sugar content. But it is arguably both too sweet and too sour, making it quite a punchy jam – perhaps a bit much for the morning. On yoghurt? Fine.
2.5/5
Hartley’s strawberry jam
£1.70 for 300g, Sainsbury’s. Sugar: 59g per 100g
Almost neon in colour with a consistency more akin to a jelly (although there are a few seeds to give it a welcome crunch) this is overwhelmingly sweet. At that price bracket, there are better options out there.
2.5/5
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