Jam Not as you know it

The Real Difference Between Supermarket and Norfolk Deli Jams

Let’s get one thing straight: not all jams are created equal.

To the untrained eye, a jar of jam is just a jar of jam. But when you take a closer look – not just at the label, but at what’s inside, and even more importantly, how it got there – the differences between a supermarket own-brand and a handmade Norfolk jam become glaringly obvious. And yes, that difference is worth every penny.

Supermarket Jam: Cheap, but at What Cost?

Take, for example, a typical supermarket own-brand seedless raspberry jam. The label might read:

• Ingredients: Sugar, Raspberry Puree, Citric Acid, Gelling Agent, Acidity Regulator

• Fruit Content: 45g fruit per 100g

• Sugar Content: 63g per 100g

Sure, it’s jam. But look closely – raspberry puree, not real whole fruit. High sugar, minimal fruit. It’s designed to be mass-produced, long-lasting, and cost-effective. It gets the job done, but it does so with the flavour equivalent of background noise.

Norfolk Deli Jams: Handmade, Honest, and Bursting With Real Fruit

Now, let’s look at some of the jams available through The Norfolk Deli:

1. Strawberry & Elderflower Jam (Essence Foods)

• Ingredients: Strawberries, Sugar, Elderflower Cordial, Elderflowers, Citric Acid, Gelling Agent

• Fruit Content: 57g per 100g

• Sugar Content: 43g per 100g

• That's 26.7% more fruit than in the supermarket product

2. Strawberry & Rhubarb Jam (The Tea Lady)

• Ingredients: Granulated Sugar, Strawberries, Rhubarb, Lemons

• Fruit Content: 60g per 100g

• Sugar Content: 74g per 100g

• That's 33.3% more fruit than in the supermarket product

3. Strawberry & Gooseberry Jam (The Garden Pantry)

• Sugar, Gooseberries, Strawberries

• Fruit Content: 61.5g per 100g

• Sugar Content: 61.5g per 100g

• That's 36.7% more fruit than in the supermarket product

Here’s what sets these apart:

• Real fruit, not puree: You’ll find whole, locally grown fruits – often harvested within 5 miles of the maker’s doorstep.

• Craftsmanship: These jams are made by hand, in small batches, with recipes refined over years.

• Authentic flavour: Less sugar and more fruit means the flavour sings rather than screams sugar.

Why Do We Question the Price of Jam?

Nobody blinks at the price tag of a Bentley. You know you're paying for craftsmanship, performance, materials, and prestige. But mention a premium jam, and suddenly the pitchforks are out.

Yet what are you paying for?

• More fruit. Better fruit. Local fruit.

• Time, care, and passion.

• Something you can’t get on a mass production line.

Every spoonful of Norfolk handmade jam tells a story of soil, sun, seasons, and a maker who cares. Supermarket jam? It's just a spreadsheet with flavouring.

And here’s the thing: not everyone can afford a Bentley. But everyone can treat themselves to something special on their morning toast. A jar of jam that’s as far from the supermarket shelf as Norfolk is from a faceless factory.

The Norfolk Deli Difference

At The Norfolk Deli, we champion local makers pouring their hearts into every jar. These aren’t just jams – they’re Norfolk in a jar: vibrant, proud, and bursting with flavour.

We don’t do compromise. We do character.

And you’ll never find these jams on a supermarket shelf.

The Norfolk Deli – Where Every Jar Tells a Story.