The winner is cheaper than the branded jam
Mia O’Hare Senior Spare Time Journalist
02:45, 21 May 2026
I compared supermarket jams to see which is best(Image: Mia O’Hare)
Strawberry jam is a delicious addition to toast, baked goods and sweet treats, with a wide variety of options available, ranging from well-known brands to supermarket own-label products. Choosing the best-tasting jam that also offers good value for money can be a tricky task.
Hartley’s is widely available across supermarkets, yet tends to cost more than many own-brand alternatives. To find out whether supermarket own-brand jams could rival or even surpass the popular brand, I put a selection to the test, comparing offerings from Lidl, Aldi, Asda and M&S against Hartley’s — and the results were quite surprising.
Lidl – 89p
Lidl’s didn’t have much flavour(Image: Mia O’Hare)
Asda’s was quite thick(Image: Mia O’Hare)
Of all the jams sampled, Lidl’s fell shortest on flavour. On opening the jar, it also lacked the fragrant, sweet aroma typically associated with strawberry jam. It’s noticeably lighter colour compared to the others, so saw it finish bottom of my rankings.
Rating: 3/10
Asda – 89p
Asda’s strawberry jam boasted a considerably bolder flavour and deeper colour than Lidl’s, and tasted far superior. While on the sweeter side, it would make a great topping for toast. My only issue was that the consistency felt a touch too thick for my taste, though I’d certainly buy it again.
Rating: 7/10
Hartley’s – £1.70 from Asda
Hartley’s is a well-known brand of jam(Image: Mia O’Hare)
Aldi came in a close second(Image: Mia O’Hare)
The branded option had quite a jelly-like consistency and a dense texture. It delivered the sweet strawberry flavour you’d expect, but for me, the texture was its downfall.
Rating: 7/10
Aldi – 89p
Aldi’s jam boasted a deep red hue and an appealing sweet fragrance. The jam does contain seeds, though I don’t mind either way
Compared to Asda and Hartley’s, this option proved far less thick, boasting a nice texture throughout. The taste delivered everything you’d hope for from a strawberry jam, striking the perfect balance between sweetness and tanginess.
Rating: 9/10
M&S – 90p
M&S came out top(Image: Mia O’Hare)
The M&S jam felt like a genuine indulgence, yet still comes in considerably cheaper than the branded alternative. Its consistency was spot on, spreading effortlessly while bursting with flavour. Complete with seeds, it carries a delightful homemade quality that, for me, made it the clear winner.
Rating: 10/10
