Consumer, Grocery Exchange | Gjerrigknarken reacts strongly to Nora’s strawberry jam

Jam is a popular product among most Norwegians and the manufacturers offer many different varieties to lure customers into the shops.

Here it is advertised with both price, sugar content in the product and which berries are used.

In March, Nettavisen wrote about healthy washing in the food industry. In that article it was revealed that in some of the cases the manufacturers’ light jams actually contained more sugar than the regular jams.

Also read: The light jam of Coop and Nora contains as much sugar as normal jam

– There is nothing homemade with this product here

It is not just sugar content that can be confusing for the consumer. The type of berries used to make the jam can also make a big difference in price.

The man behind Gjerrigknark.com, Rune Nikolaisen, posted a picture on his Facebook page about the wild strawberry jam of the producer Nora. It was sold for 89.90 kroner and is advertised as “Homemade strawberries and wild strawberries”. The product contains 14 percent wild strawberries and 47 percent strawberries.

In comparison, the product “Nora Strawberry Jam” costs NOK 21.50 and contains 60 percent strawberries.

Nikolaisen explains that a tipper had seen this on Spar.

– If you see glass with wild strawberries, then by all means pay attention to what is in the product information, says Nikolaisen in a telephone conversation with Nettavisen.

He thinks many people probably buy the product because it should contain wild strawberries.

– One can speculate whether one is trying to take advantage of the fact that people want wild strawberries in the jam.

It is not only the content that Nikolaisen questions, he also thinks the description is misleading.

– There is nothing homemade with this product here. People are seduced, he concludes.

Also read: Therefore, you should always ask for the receipt in the grocery store: – This is not okay

– Wild strawberry jam is a niche product

– It is true that the price for Nora Markjordbærsyltetøy has cost 89.90 kroner, but in connection with this week’s price adjustment it has been changed to 79.90 today. The current price is therefore NOK 79.90, says the communications manager at Spar, Anette Grønby Rein.

She points out that the low price of Nora Strawberry Jam is due to extraordinary price pressure in the market.

– We can see that the price difference for wild strawberry jam is relatively large, but is due to a different content in the products and that wild strawberry jam is a niche product that is only found in selected supermarkets, Rein points out.

With the old price of NOK 89.90, the price difference was NOK 68.40 from the two mentioned jams. With the new price of NOK 79.90, the difference is NOK 58.40.

This means that it costs you up to 60 kroner to get 14 percent wild strawberries in the jam.

Also read: Here you can go for a price bang

– Distinctive taste

Silje Verlo Alisøy in Coop’s communications department confirms that significantly more ordinary strawberry jam is sold than wild strawberry jam.

– This means that there is greater competition on the regular variant. There may then be such differences in price as we see here.

She points out that wild strawberries are a more expensive raw material than ordinary strawberries, and that this is reflected in the price.

Orkla, which has the Nora brand in its portfolio, says that wild strawberries are an exclusive raw material with a distinct taste.

– Even with 14 percent wild strawberries and around 50 percent ordinary strawberries, it puts a clear taste on the jam.

Also read: Test of disposable grills – only one gets a top score

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