image MAMMY JAMIA’S WINS NEW LISTINGS WITH BOOTHS AND ASDA

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PREMIUM JAM COMPANY BASED ON OLD FAMILY RECIPE WINS LISTING WITH TESCO

A company making a range of unique premium fruit preserves has won a listing with Tesco.
Mammy Jamia’s, launched by husband and wife Andrew and Sajmira Cairns a year ago, is being stocked in 300 Tesco stores.

It is the latest listing following a remarkable 12 months which has also seen the young brand win listings with Sainsbury’s, Waitrose and Ocado.

Tesco is stocking three of the company’s preserves – Fig, Pear and Rhubarb. The Rhubarb preserve has been developed exclusively for Tesco. Sainsbury’s, Waitrose and Ocado stock Mammy Jamia’s Fig, Pear and Apple preserves.

There are currently seven jams in the range with other varieties consisting of Greengage, Plum and Quince.

All of the jams are based on an original recipe passed down through Sajmira’s family, hence tthe name Mammy Jamia.

Andrew Cairns said: ‘We have been thrilled by the response we have had from Tesco and the other multiples. They all seem to like the fact we are bringing some unique products to the premium preserves category.

‘We’re hoping to transform the jam market by introducing new and unusual flavours. We think people are ready to move away from traditional strawberry and raspberry jam flavours and try something different with their toast, cheese or even yoghurt.

‘We have a number of product development plans in the pipeline and will be supporting our listings with national PR, development of our website and social media activity.
‘We will also be looking at potential investment into the brand to enable us to kick on from our successful first year.’

Initially the couple had 600 jars of jams made which sold out over six consecutive Saturdays on a stall in their local indoor food hall in Cheshire. Buoyed by their early success, the couple sent off samples to a number of supermarkets with Sainsbury’s being the first to make contact and give the brand a listing in 216 stores. Subsequently, it also won over Waitrose which stocks the jams in 150 outlets.

Andrew said: ‘The last 12 months have been an absolute whirlwind. Often small brands will start from the bottom up picking off delis and farm shops, but with busy full-time jobs we did not have that option.

“Instead we decided to aim high from the start and target the big supermarkets and we have proved that if you have a great product and an interesting point of difference you can make amazing things happen.

“We sent off samples to all of the supermarkets and Sainsbury’s were the first ones to come back asking us to pitch to them. They told us to improve the look of our labels and come back to them and now we are stocked in over 200 stores.

“All the buyers operate differently. Waitrose didn’t even ask to see us – they decided to list after tasting the samples we sent them – while Ocado is good for us because it provides us with a proven online route to market.

“Tesco wanted something different again. While they loved our fig and pear preserves they also liked the idea of having something exclusive to their customers so we developed a rhubarb preserve just for them.

“Obviously, when dealing with the big multiples, you have to fight your corner on margins, but nothing can beat their ability to get a small producer’s products in front of millions of consumers almost overnight.’

In its first year of trading Mammy Jamia’s sold 103,000 jars and had a turnover of £250,000.
The jams are manufactured and distributed by Kent-based Opies, one of the UK’s oldest private family-owned food companies.

The 340g jars retail at £2.39.

Press enquiries and images: Lucy Mason: lucy@masonmedia.co.uk. Tel: 0151 239 5050 and mobile 07903 197402.

www.mammyjamias.co.uk