Marks and Spencer's strawberry jam emerged as the clear winner in a comparative taste test, scoring a perfect 10/10 and beating the branded favourite Hartley's as well as own-brand versions from Aldi, Asda and Lidl.
The test, carried out by Mia O'Hare, Senior Spare Time Journalist, compared six jars across four supermarkets. Lidl's offering finished bottom of the ranking with a score of 3/10, while Aldi came close behind M&S with 9/10.
Lidl and Asda Results
Lidl's jam, priced at 89p, was placed last based on taste. Opening the jar revealed a noticeable absence of the sweet, aromatic scent typically associated with strawberry jam, and it lacked flavour. The colour seemed lighter compared to others, ultimately placing it last overall.
Asda's strawberry jam, also 89p, delivered a significantly stronger taste and deeper colour compared to Lidl's version. The flavour proved far superior and, while pleasantly sweet, made an ideal accompaniment to toast. The only criticism concerned the consistency being somewhat thicker than preferred, although the reviewer said she would happily buy it again. It scored 7/10.
Hartley's and Aldi Compared
Hartley's, priced at £1.70 from Asda, had a jelly-like consistency and a thick, compact texture. It offered a satisfying, sweet taste that is classic of strawberry jam, though in the end its texture became its weak point. It also scored 7/10.
Aldi's version, at 89p, displayed a vibrant, deep red hue and an appealing sweet scent. The jam includes seeds, though this was neither an advantage nor disadvantage for the reviewer. It was substantially lighter in texture than Asda and Hartley's, with a much better consistency. The taste provided everything you would want from a strawberry jam, without becoming excessively sweet or sharp. It scored 9/10.
M&S Takes Top Spot
The M&S jam, priced at 90p, felt like a proper indulgence, yet it remains at a fraction of the branded alternative's price. It displayed an ideal consistency, spreading smoothly and packed with deep flavour. The jam includes seeds and had a notably homemade taste, making it the clear champion with a rating of 10/10.
