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10 best strawberry jams, expert tested
The Good Housekeeping Institute tried 18 conserves for spreading on toast, drizzling over yoghurt, or spooning into porridge
Tested by Maga Flores-TrevinoFormer Senior Food and Drink Tester
When breakfast time comes and you’re craving a little sweetness, a quality strawberry jam will pep up your porridge or take your sourdough to the next level. The quintessential British spread is also a key component in the traditional afternoon tea, completing fluffy scones, alongside a dollop of thick clotted cream.
To ensure you stock up on the best conserve for every occasion, the Good Housekeeping Institute has pitted the supermarket spreads against big brands such as Tiptree and Bonne Maman, to see which offered the best value for money.
How we test strawberry jam
The Good Housekeeping Institute tested 18 strawberry jams, looking for those with the perfect balance of sweet natural fruit flavour, with a thick but spreadable texture. Each was served blinded to avoid brand bias — and these are the results!
Score: 82/100
Lidl took the top spot with this inexpensive, sweet spread, with testers praising the natural strawberry flavour, chunky pieces of fruit and bright citrus notes.
Score: 78/100
Our branded buy came a close second due to its sweet complexity — think molasses, dried vine fruit and a touch of floral honey. The caramelised flavour matches the slightly syrupy texture, and the deep red colour is sure to brighten up your toast.
Score: 77/100
Whether trying to reduce your own sugar intake, or looking out for your little ones, this reduced sugar jam is just as tasty as its counterparts. The all-natural ingredients shine, with soft notes of rose and hibiscus and a texture like fruit compote.
Score: 77/100
Save money on the everyday essentials with Aldi’s soft set spread. Testers enjoyed the berry flavour, picking out notes of pepper, plum and blossom, plus a hint of lemon that cuts through the sweetness.
Score: 77/100
With an authentic strawberry aroma, just like fresh fruit, ASDA’s jelly-like jam has a syrupy flavour with notes of redcurrants and dates.
Score: 75/100
Planning a Mother’s Day afternoon tea? We’ve found the perfect strawberry jam for your scones. This rich conserve is deliciously sweet, with notes of plums, dates and golden syrup. It’s also extremely thick and chunky, making it the perfect topping for your freshly made bakes.
Score: 73/100
With an aroma akin to a seasonal crumble, this branded conserve has big chunks of strawberry and lots of seeds too. It’s sweet, but a touch of welcome acidity adds balance. The retro-looking jam jar would also make this a great gift.
Taste the Difference Sainsbury’s Strawberry Conserve 340g
Score: 73/100
Sainsbury’s inexpensive jam is intensely fruity, with honey and rhubarb notes complementing the overall strawberry flavour. The thick texture — complete with seeds — would work well in a classic Victoria sponge cake.
Score: 72/100
Although not overly aromatic, Tesco’s spread was heavy on the citrus, which adds an uplifting edge to the general sweetness. The hearty chunks of strawberry throughout add interest to the texture, too.
Score: 70/100
With a strong candy floss-like sweetness and a touch of citrus, Co-op's strawberry jam has a runny texture that makes it the perfect topping to drizzle over porridge.
Maga Flores-Trevino is our former Senior Food and Drink Tester.
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