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British jam brand Fearne & Rosie is adding a new seedless preserve range to its portfolio, available in raspberry and strawberry varieties.

According to the brand, the jam boosts the same flavour as its existing range, with a smoother texture. Both flavours contain 70% fruit, packed with 51 raspberries and 31 strawberries per jar, and contain 40% less sugar than standard jams.

They are vegan-friendly and made with entirely natural ingredients and zero seeds. The no-added-concentrate preserves are designed to provide a better-for-you jam option for spreading on toast, stirring into porridge or spooned into yogurt and granola.

Rachel Kettlewell, founder of Fearne & Rosie, said: “With no added concentrate and no seeds, we’ve taken two of our flavour favourites and made them seedless, while keeping everything else our customers know and love exactly the same”.

“The seed debate can divide opinion, so we thought it was time to make sure there was something for everyone. Seedless is 14% of the category and we’re excited to provide a fruit-filled, lower-sugar option for consumers.”

Launching via Ocado and on the brand’s website from the end of January, the NPD will also be available to independents via wholesalers next month. The products are priced at £3.50 per 310g jar.