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Weight Watchers News Story: A Nation of Jammy Dodgers Inspired by Great British Bake Off

Fad diets and the on-going curse of Dr Atkin’s legacy had threatened the UK’s Jam industry but experts believe that the Great British Bake-Off effect is set to bring Jam back to the nation’s tables in 2013.

A survey* released today by Weight Watchers® Jam reveals that women’s fear of carbs had contributed to a drop in Jam sales of 3% over the last 12 months (AC Nielsen September 2011).

48% of women polled in the survey admitted to having banned bread and cakes entirely from their homes in the past 12 months with 60% citing a lack of willpower as the reason -leaving little to spread their jam on!

This figure was at its highest in Essex with 73% of those polled admitting to having banned all carbs from their homes. However supermarkets are now seeing a change in shopper behaviours thanks to the resurgence of home baking spurred on by popular shows such as The Great British Bake Off and Master Chef.

Weight Watchers Jam is seeing a particular spike after the recent announcement that NHS has named Weight Watchers as the best weight management plan for those looking to slim.

Gerry Monkcom, Senior Brand Manager at Petty Wood, producers of Weight Watchers Jam comments: ‘the typical tea time occasion featuring jam was steadily in decline but the category is now seeing a steady growth thanks to shows like GBBO introducing new shoppers and people getting more on board with the notion that a little bit of something fancy, won’t harm you as part of a sensible eating plan’.

The research goes on to highlight that the generation game seems to affect women’s attitudes towards ‘good’ and ‘bad’ foods with over half (52%) of 18-24 year olds having banned bread entirely from their homes compared to a third (33%) of women aged 55 and over.

*Survey conducted by OnePoll in October 2012, sample of 500 respondents

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Notes to Editors:

For more information, images or samples please contact:
Sara Howard or Truley O’Sullivan at Popcorn PR on 01494 358150
Or sara.howard@popcornpr.co.uk / truley.osullivan@popcornpr.co.uk