UK health-conscious consumers will soon have access to a new range of no-added sugar jams, as Icelandic brand GOOD GOOD partners with Holland & Barrett. The brand is introducing its Strawberry, Raspberry, Apricot, and Blackcurrant jams to the popular health retailer’s stores. This marks the first time GOOD GOOD’s jams, known for their naturally sweetened, fruit-forward flavours, will be available in the UK.
GOOD GOOD’s jams contain 33% more fruit and 88% fewer calories than traditional jams, making them ideal for shoppers seeking indulgent yet healthy alternatives. The jams are also keto-friendly, gluten-free, non-GMO certified, and made with 6g or less of naturally occurring sugar per serving, appealing to those mindful of sugar intake. This launch aligns with the rising consumer demand for reduced-sugar products, as more people seek healthier food and beverage options without compromising on taste.
Gardar Steffanson, CEO & Co-Founder of GOOD GOOD, expressed his excitement about the partnership, stating, “We are honoured to offer our best-selling jams at Holland & Barrett, the UK’s leading health food retailer. At GOOD GOOD, we pride ourselves on delivering fruity, full-bodied jams that offer optimal taste and superior nutrition. Expanding the availability of low-sugar alternatives simplifies the path to healthier eating habits.”
The jams are crafted with real fruit, such as 58% whole strawberries in their Strawberry Jam and 50% real raspberries in their Raspberry Jam, offering shoppers rich, natural flavours. Apricot Jam, made with 56% fresh apricots, is ideal for pies or glazing poultry, while Blackcurrant Jam, made with 50% blackcurrants, offers a versatile flavour perfect for toast or holiday sauces.
The four jams are available now at Holland & Barrett stores across the UK, priced at £4.00 per jar. They can also be purchased online through the retailer’s website and Amazon, where more of GOOD GOOD’s range of no-added sugar jams, jellies, and spreads can be explored.
With the trend towards healthier diets showing no signs of slowing, GOOD GOOD aims to empower UK consumers to make nutritious choices while still enjoying sweet treats. The company continues to lead the way in the no-added sugar movement, offering indulgence with a healthier twist.
