You don't necessarily need sugar to preserve fruit. The preservation process works using temperature (you need to cook jam before filling it into jars), and by doing this the jam is preserved - that's called pasteurisation.

Sugar does support preservation especially after opening a jar of jam. Using less sugar means the jam wouldn't last as long after opening the jar. That's why our jars are smaller, and you will need to keep them in the fridge. And when you use a clean spoon, the jam will be good to eat longer.

That's right, we do add a little bit of sugar to our jams.

We did try to make jams without any added sugar. However, the taste experience wasn't great, it lacked flavour and was pretty sour. Very few people would be happy with jams that are sour and don't taste great.

Instead of using any artificial sweeteners, we thought it's better to use sugar, but keep it to the absolute minimum. We achieved a 70% sugar reduction in our recipe compared to regular jams.

We still think that a 70% reduction is pretty cool, creating jams that won multiple awards for their taste within the first year of existence (competing against all these regular high-sugar jams).

We believe: Less sugar and Mór Taste is better than no sugar and less taste.

You don't necessarily need sugar for preservation. Through pasteurisation, the jam is preserved well as long as it's closed.

However, after opening, you should use a clean spoon to prevent nasty microorganisms from getting into the jar (Mór Taste is jam-packed with real fruit, even microorganisms prefer it over regular jams). When using a clean spoon and keeping it closed in the fridge, your jam should be good to eat for a few weeks.

The consistency of Mór Taste is a little different indeed. It is a little softer, just because we use that much more fruit.

At the moment, Mór Taste jams can be bought in these shops:

Stockists

Of course you can.

Through the high fruit content and the lower sugar content, many people have told us that Mór Taste is actually better when used for baking.

It's also great on pancakes, porridge and yoghurt as it's less sweet so you can enjoy it just as you like the sweetness.

But of course there's nothing wrong with putting Mór Taste on bread, toast or scones too.

Of course you can. However, you will need to take care of a few things.

You can learn more about making low sugar jam (and buy the right equipment) here:

jars.ie