UK preserve brand Duerr’s has launched a new range of marmalades and citrus conserves in disruptive packaging.
The new marmalade flavours include classic Seville orange, sunny Seville, half-sugar fine-cut Seville and golden ginger – all with no added preservatives, colourings or flavourings.
Duerr’s will also launch a range of high-fruit citrus conserves designed to tap into increased consumer appetite for citrus flavours without the peel. The range consists of golden orange, sunny lemon and totally tangerine.
The fruit content across the new range is being increased to enhance flavour and appeal to shoppers looking to trade up to a premium product, and the new range, set to launch in store this month, will aim to appeal specifically to younger shoppers with a highly tactile globe-shaped glass jar that provides on-shelf standout and incorporates an easy-open Orbit lid, plus an easy-peel label encouraging post-use collector appeal.
Duerr’s sales and marketing director Richard Duerr said: “The shape and format of preserve jars hasn’t changed for a long time – we needed to do something to shake up the category and appeal to a younger consumer that is currently turned off by preconceptions of citrus spreads.
“The range is packed full of the freshest, juiciest fruit, with natural, simple ingredients. The packaging will totally transform the fixture, with shoppers already saying they can’t wait to use the jars as anything from candle holders to cocktail glasses once the contents have all been enjoyed!”
The fine-cut and thick-cut marmalade will be available in supermarket Tesco with a recommended retail price of £1.99, followed by the citrus conserves in 2017 with a recommended price of £2.29.
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