Wexford based food prodcuer secures permanent listing on Tesco shelves

Wexford-based Mór Taste, widely regarded as the producer of “Ireland’s fruitiest Jams”, has secured a permanent listing with Tesco, its largest to date.

The retailer has selected four of its multi-award-winning flavours, Mór Taste’s 4 Berry, Blueberry, Cherry, and Raspberry Jams, to be stocked across 118 of its stores nationwide and online at tesco.ie.

Commenting on the brand’s exciting new listing with Tesco, Mór Taste’s founder, Felix Oster, told Wexford Weekly that:

“We’re absolutely thrilled to be given the opportunity to launch in all Tesco stores (excluding Tesco Express). This is a huge milestone for our small team and a big step forward in making our healthier, award-winning jams more accessible to customers across Ireland. At Mór Taste, we’re passionate about using more real fruit and reducing the sugar content, and we’re proud to be able to bring our jams to even more tables nationwide,” Felix Oster said.

Often, leading food and drink brands hide the use of sugar in their products, instead describing it in the list of ingredients as either “fruit juice concentrate”, “fructose”, or “unsweetened grape juice”, all of which can confuse consumers’ understanding of the true sugar content.

Mór Taste’s main point of difference is that rather than trying to increase the sweetness of its products, founder, Felix Oster, purposely set out to do the complete opposite from the get-go, having identified that more fruit meant more flavour.

By choosing to pack more real fruit into his Jams, reducing the sugar content to the absolute minimum, and cooking them gently to preserve the rich natural flavours, he has developed a 13-strong range of healthier Mór Taste preserves that are all bursting with fruity goodness.

As its packaging proudly states, Mór Taste’s preserves are crafted using 85% real fruit, which means that its products contain significantly more whole fruits and up to 70% less sugar than regular jams – and up to 50% less sugar than products

sweetened with juices, or concentrates. Its entire range is also completely free from nasties like preservatives, artificial sweeteners, and of course, fruit concentrates.

Given their high real fruit content and minimal sugar, which acts as a natural preservative in traditional jams, Mór Taste’s preserves are best enjoyed fresh and consumed within a week or two once opened. For this reason, they come in slightly smaller 210g-sized jars than the jams you would typically find on supermarket shelves, and need to be kept chilled in the fridge after opening to maintain their quality and ensure maximum flavour.

Multi-Award-Winning Range

By using more real ingredients to drive flavour, Mór Taste became one of Ireland’s most awarded brands last year, with 6 out of 7 products winning stars at the highly respected Great Taste Awards (2 x 2-star and 4 x 1-star products), plus three Irish Quality Food and Drink Award Gold Medals, and a Blas na h’Éireann Gold Award.

Of the four flavours selected by Tesco, Mór Taste’s 4 Berry Jam took home 2-stars and its Raspberry preserve picked up 1-star at the Great Taste Awards 2024. Its Blueberry Jam was named a Blas na h’Éireann Finalist in 2023. And, in 2022 its signature Cherry preserve claimed 1-star at the Great Taste Awards, along with a Blas na h’Éireann Gold Award a few months later.

Serving Suggestions

Mór Taste’s completely natural preserves elevate everything from your mundane morning toast, to all manner of bakes and cakes, and having a jar to hand means that upgrading your everyday pancakes, porridge, and yoghurt, is only a spoonful away.

Nationwide Retail Availability

All four flavours of Jam stocked by Tesco – Mór Taste’s 4 Berry, Blueberry, Cherry, and Raspberry – retail at €3.70 each for a 210g jar and are available to purchase from 118 stores nationwide, as well as online at www.tesco.ie.

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