Can bitter become sweet? The marmalade category is said to be dying a death because children find the taste too strong. So what can be done to bring it back to our breakfast tables?(Market overview)

Grocer | January 6, 2007 | Copyright

Marmalade is suffering from an image crisis that manufacturers have failed to address during the past 12 months. The challenge for both retailers and manufacturers is to bring more children to the category. TNS figures don't make for good reading. The total marmalade market dropped 4.4% in the year to 4 November 2006, with thin, thick and medium-cut all in long-term decline. Suppliers have managed to stop the rot to some degree--the market fell in value by 7% the previous year--and thick cut has halved its rate of decline. But much more needs to be done to bring marmalade ...

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