Marks and Spencer's strawberry jam has come out on top in a supermarket taste test, scoring 10/10 and costing 80p less than branded rival Hartley's. The M&S jar, priced at 90p, was described as a clear winner with a perfect consistency and a distinctly homemade quality.
Mia O'Hare, Senior Spare Time Journalist, compared strawberry jams from Lidl, Aldi, Asda and Marks and Spencer against Hartley's to see whether own-brand options could rival or surpass the branded choice.
Rankings and scores
Lidl's jam came bottom of the ranking with a 3/10 rating, lacking the sweet, aromatic scent expected from strawberry jam and appearing lighter in colour than the others. Asda's version scored 7/10, delivering a significantly stronger flavour and deeper colour, though its consistency was slightly too dense for the tester's preference.
Hartley's, priced at £1.70 from Asda, also scored 7/10. It had a noticeably jelly-like consistency and a thick, dense texture, with a pleasant, sweet flavour that is a classic of strawberry jam, though its texture proved to be its downfall.
Winners and value
Aldi's jam, at 89p, came in a close second with a 9/10 rating. It offered a rich, deep red colour and an appealing sweet aroma, with a considerably lighter texture than Asda and Hartley's and a far superior consistency. The flavour delivered everything one could hope for from a strawberry jam without being overly sweet or tangy.
The M&S jam, priced at 90p, was described as feeling like a genuine treat at a fraction of the cost of the branded rival. It boasted a perfect consistency, spreading effortlessly and bursting with rich flavour, and contains seeds. For the tester, it was the clear winner, costing 80p less than Hartley's.
