Market Watch
According to the International Jelly & Preserve Association, approximately one billion pounds of fruit spreads are produced annually in the United States, 80 percent of which adhere to nine common flavor profiles including grape, strawberry and raspberry. Specialty manufacturers are unwilling to settle for the ordinary, however, and are filling the remaining 20 percent of the category with intriguing and palatable offerings that elevate the jam aisle to gourmet levels.

In 1997 alone, 240 new products were launched in the fruit-spread industry. With ingredients ranging from horseradish, carrots and lavender to tea, liqueur and herbs, these spreads introduced consumers to a new era of jams and jellies. Since then, manufacturers in the specialty market have blended even more unique ingredients with fruit to produce a booming category that extends itself far beyond toppings for toast. Among the most interesting ingredients finding their way into today's gourmet spread products are spices, peppers, onions, edible flowers and liqueurs.

"The jam and jelly industry is moving away from traditional plain-berry jams to very interesting flavors that resemble relishes and chutneys," said Tressa Cooper, president of Loomis, Calif.-based Earth & Vine Provisions, makers of a unique selection of both sweet and savory jams. This evolution has prompted specialty retailers and adventurous consumers to turn to fruit spreads for a variety of uses, including grazing, glazing and gifting.

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Spicy, savory ingredients are not the only unique flavors increasing the versatility of contemporary jam and spread offerings. Specialty manufacturers are bringing elegance and romance to the breakfast table and beyond by merging fruit with the sophisticated flavors of liqueur, wine and edible flowers.

"Liqueur preserves are perfect for champagne breakfasts," noted O'Connell, whose company produces a line of liqueur-enhanced preserves including Raspberry Champagne, Caribbean Rum & Black Currant, Brandied Strawberry and Country Berries in Kirsch. "Flavor additions and enhancements such as this create a niche market that consumers can turn to when they're looking for something special."

Wine-enhanced spreads are equally suited to elegant breakfasts and, when served in wine glasses appropriate to their vintage, make a nice accompaniment to a feast of scones. Like their counterparts in the upscale spreads market, wine jellies also have a variety of applications that extend their use past brunch. Penelope's of Evergreen Ltd., makers of Penelope's Fine Wine Jelly®, for instance, suggests serving its Port Wine Jelly alongside a cheese ball as finger food, or topping baked brie with its Cabernet Jelly for an upscale hors d'oeuvre.

Companies like Food For Thought Inc. of Honor, Mich., offer similarly spirited spread offerings. Its Wild Blueberry Merlot, Tart Cherry Cabernet and Wild Blackberry Shiraz preserves are considered treats on toast, but are also touted as great accompaniments to waffles, cheesecake and brie.

A perfect complement to wine and liqueur jellies is the arrival of elegant spreads containing flavorful, edible flowers. While many consumers in the United States remain hesitant about eating petals from the garden, the specialty shopper is intrigued with the idea and willing to test the market by purchasing such products both for themselves and others.

"Europeans are more familiar with eating flowers," noted Robert LeDoux, president of Arome Fleurs & Fruits Inc. of Quebec, producers of a distinctive line of edible flower-enhanced products. "In the United States, jellies with flowers are considered 'gifty,' so we're working on our gift packaging so the product can be sold that way. After people receive the product as a gift, they will know how it tastes and then be willing to buy it for themselves."

With such jelly flavors as Rose, Violet & Lavender; Pansy & Lemon; Jasmine & Orange; Anise & Kiwi; Daylily & Apple; and such spread offerings as Rose & Strawberry; Calendula, Orange & Date; Mango & Pear; Violet & Blueberry; Wild Rose, Lavender & Raspberry; and Wild Flowers & Fruit, Arome Fleurs & Fruits is introducing the market to a whole new generation of spreads.