By Lyndsey Cambridge2021-01-15T11:57:00+00:00
Peanut butter, jam and other spreads are flying. But we’re not just smearing them on bread any more. So what’s behind the boom?
At last, something to toast! Britain has rediscovered the joys of jam, marmalade and other spreads. Sales are up £120.8m (21.7%) on volumes up 24.8%, making spreads one of the biggest winners of the past year [Kantar 52 w/e 29 November 2020].
Every spreads subcategory is growing; even jam, marmalade and curd, which had been struggling for years until Covid-19 came along. Breakfast has been reborn. Commuters who once ate the most important meal of the day en-route to the 6.20am to Charing Cross can now take more time over their breakfast before starting a day’s work at home.