Buying jam: how to compare fruit content, ingredients and packaging

Buying jam might seem straightforward, but the options vary considerably in flavour, fruit percentage, sweeteners, texture and jar size. A pot of strawberry jam can contain 45, 50 or more grams of fruit per 100 grams. What's more, terms like extra jam, fruit spread and confiture don't automatically mean the same thing.

If you only look at the front of the packaging, you could end up paying for something that doesn't quite suit how you actually use it. With the following checks, you can make a more informed choice for breakfast, brunch, snacks, desserts or baking.

Common pitfalls when buying jam

1. A fruity front doesn't tell you much about the fruit content

Pictures of big strawberries, raspberries or blueberries catch your eye easily. Always check the ingredients list and the grams of fruit per 100 grams of product instead. According to the product description, Hero Strawberry Jam contains 50 grams of strawberries per 100 grams. The g'woon varieties with strawberry, apricot, blueberry and pineapple also often list 50 grams of fruit per 100 grams.

With Bonne Maman Four-Fruit Confiture, the product information states 50 grams of fruit per 100 grams. The ingredients include strawberries, cherries, gooseberries and raspberries. That's quite different from a single-fruit strawberry jam.

2. "No artificial additives" doesn't automatically mean less sugar

Some brands highlight that their jam contains no artificial colours, flavourings or preservatives. According to its own product description, Hero's strawberry variety contains only natural ingredients and no artificial flavours, colours or preservatives. However, that doesn't mean the product is sugar-free or low in sugar.

So compare the nutritional values per 100 grams. Hero Strawberry Jam lists 50 grams of sugar per 100 grams. Bonne Maman Strawberry Jam lists 59 grams of sugar per 100 grams. The Bonne Maman reduced-sugar variety contains 39 grams of sugar per 100 grams, according to the product description. Always look at the full label, not just one marketing claim.

3. A large jar isn't always better value

A 450-gram jar might seem handy for a family or frequent use, but an opened jar takes up space and needs to be stored correctly. A 170-gram jar could be more suitable if you want to try different flavours or only use jam occasionally.

Always check the instructions on the label after opening. The product information provided advises keeping the jar tightly closed, cool and dry, away from sunlight, heat and moisture. The exact shelf life after opening can vary from product to product.

Which specifications should you compare?

Fruit percentage and fruit composition

The fruit content is a practical starting point when comparing jam with lots of fruit. Also pay attention to the type of fruit:

• Strawberry jam: a recognisable, sweet flavour for bread, toast and pancakes.
• Raspberry jam: often a fresher taste, suitable for desserts or baking.
• Blueberry jam: goes well with yoghurt, pancakes and breakfast bakes.
• Apricot jam: mild and fruity, usable on bread and in cake fillings.
• Mixed berry jam: a blend of, for example, raspberries, blueberries and blackberries.
• Plum jam: fuller in flavour, good with baking or cheese.
• Orange marmalade: recognisable by its citrus taste and sometimes peel.

A mixed confiture can be interesting if you want several fruit flavours in one jar. For a specific taste, choose a single-fruit variety instead.

Ingredients and setting agent

The basis of most jam is fruit, sugar, lemon juice and pectin. Pectin is a setting agent that helps achieve the right spreadable texture. For g'woon Extra Jam Blueberry, the product information lists blueberries, sugar, concentrated lemon juice and pectin.

Also look out for added glucose or glucose-fructose syrup. Sera Apricot Jam contains apricots, glucose-fructose syrup, sugar, citric acid and pectin, according to the ingredients list. That can be relevant if you want to compare different sources of sweetness.

With a product described as jam without artificial additives, still check the full label. The term may refer to colours, flavours or preservatives, but not automatically to all ingredients.

Nutritional values per 100 grams

The nutrition table makes products easier to compare. Pay particular attention to:

1. Energy in kilocalories.
2. Carbohydrates and sugars.
3. Fruit content in the ingredients list or product description.
4. Portion size, because a slice of bread often contains less jam than 100 grams.

A lower sugar value can go hand in hand with a different texture or taste. According to the product information, Bonne Maman More Fruit Minimum Sugar Forest contains 163 kcal and 39 grams of sugar per 100 grams. That's a specific product specification, not a general statement about nutritional value or suitability for a particular diet.

Recommended choices by usage profile

Suitable for: Budget-conscious beginners

g'woon Strawberry Extra Jam - 450g

Why this fits the profile: The 450g jar is practical for everyday use on bread, crackers or in yoghurt.

How this product avoids the pitfall

The product description states 50 grams of strawberries per 100 grams, so you can check the fruit content.

Key benefit & highlights

450 grams; strawberries as the main ingredient; pectin as a setting agent.

Suitable for: Shoppers looking for top quality

Bonne Maman Four-Fruit Confiture - 370 g

Why this fits the profile: Ideal for anyone looking for a mixed fruit flavour and a medium-sized jar.

How this product avoids the pitfall

The ingredients and fruit content are clearly stated: 50 grams of fruit per 100 grams of product.

Key benefit & highlights

370 grams; a blend of four fruit varieties; pectin as a setting agent.

Suitable for: Specific use & heavy users

Hero Strawberry Extra Jam - 600 g

Why this fits the profile: The larger jar suits households where jam is eaten daily or used in baking.

How this product avoids the pitfall

The label states 50% strawberries. According to its own product description, it contains no artificial flavours, colours or preservatives.

Key benefit & highlights

600 grams; 50% strawberries; suitable for bread, toast, croissants and yoghurt.

Suitable for: Fans of less sweet fruit spreads

Bonne Maman More Fruit Minimum Sugar Forest Jam 335g

Why this fits the profile: An option for anyone who specifically looks at sugar content when comparing, and wants a high proportion of blueberries.

How this product avoids the pitfall

The packaging states 30% less sugar than traditional jam; always compare this with the table per 100 grams.

Key benefit & highlights

335 grams; 60 grams of blueberries per 100 grams; 39 grams of sugar per 100 grams according to the product information.

Frequently asked questions about buying jam

Which jam contains lots of fruit?

That varies by variety. Among the options, several products list 50 grams of fruit per 100 grams, such as Hero Strawberry Jam, g'woon Extra Jam Blueberry and g'woon Extra Jam Apricot. Bonne Maman Fruit Spread Rosehip lists 60 grams of rosehip per 100 grams. Always check the current packaging, as recipes and labels can change.

What's the difference between jam, confiture and fruit spread?

The name often refers to a spreadable fruit product, but the composition can differ. So don't just look at the product name. Compare the fruit percentage, the sweeteners used, the setting agent and the nutritional values per 100 grams.

How long does an opened jar of jam stay good?

That depends on the brand, the packaging and the storage instructions. Store jam according to the label, keep the jar tightly closed and only use clean utensils. Before use, check the smell, colour, texture and the information on the packaging. If in doubt, it's best not to use the product.