A celebration of authenticity.(Marmalades)

From: Grocer | Date: January 5, 2008 | Copyright information

[ILLUSTRATION OMITTED]

Marmalade manufacturers have struggled to inject value back into the category in the past year and sales dropped 2% as the sector failed to shed its old-fashioned image.

A good way to start reversing the decline would be to play on marmalade's authentic credentials, says Claire Nuttall, client director at brand agency Dragon Brands.

Companies should also think about renaming their conserves and try to communicate the 'realness' of the fruit content, she says.

To kickstart sales, Premier Foods wants to increase the rate of new product ...

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