Robertson’s, the jam brand owned by Centura Foods, is launching a product called absofruitly.
Centura Foods says the fruit spread product will bridge the gap between the standard and premium jam market.
It will initially appear in a range of five flavours, which are strawberry, raspberry, blackcurrant, apricot & peach and orange. It hits supermarket shelves next week.
There are no plans for above-the-line activity. Instead it is relying on the strength of its packaging and the Robertson brand as a “reassuring signature” to stimulate impulse buys.
A spokesman says: “The price between premium and standard products has increased. Robinson’s believes that this product will fill the middle ground. It is all about impulse, image and instant communication.”
The Robertson’s brand has been in existence for 91 years. In August the company announced it was dropping the controversial “Golly” character, which was deemed out of date and racist.
In May, Centura foods entered the convenience market by launching premium products in packs that appeal to children’s sense of fun. Flavours such as Golden Shred marmalade are packed in polypropylene bottles with a flip-top lid.