I compared a range of strawberry jams from UK supermarkets.

02:20, 21 May 2026Updated 07:08, 21 May 2026

Hand holding jam in front of other jars

I compared supermarket jams to see which is best(Image: Mia O’Hare)

Strawberry jam is a tasty addition to toast, sweet treats and baking. There are plenty of options on the market, from branded to supermarket own.

It can be hard to know which one will taste the best, while also providing value for money. Hartley’s is stocked across supermarkets, but is more expensive than many own-brand versions.

I decided to put a selection of strawberry jams from different supermarkets to the test to see if they could match the brand, or even beat it. I chose jam from Lidl, Aldi, Asda and M&S to compare to Hartley’s, and was surprised by the results.

Lidl – 89pJar of jam on wooden table

Lidl’s didn’t have much flavour(Image: Mia O’Hare)

Jar of jam on wooden table

Asda’s was quite thick(Image: Mia O’Hare)

Lidl’s jam was the one that lacked the most flavour. Upon opening the jar, I found it also lacked the sweet, aromatic smell of strawberry jam. It has a paler colour than the rest, so it came in last place in my ranking.

Rating: 3/10

Asda – 89p

The strawberry jam from Asda had a much stronger flavour and colour than Lidl’s. It tasted much better, too. It was very sweet, but would be an ideal addition to toast. The downside was that I found the jam to be a bit too dense for my liking, but I would have it again.

Rating: 7/10

Hartley’s – £1.70 from AsdaJar of jam on wooden table

Hartley’s is a well-known brand of jam(Image: Mia O’Hare)

Jar of jam on wooden table

Aldi came in a close second(Image: Mia O’Hare)

The branded jam was very jelly-like for me and tasted thick. It had a nice, sweet flavour you’d expect from strawberry jam. For me, the texture let it down.

Rating: 7/10

Aldi – 89p

Aldi’s jam had a rich red colour and a pleasant sweet smell. The jam does have seeds, but I don’t have a preference either way.

I found it much less dense than Asda and Hartley’s, with much better consistency. The flavour was everything you want from strawberry jam, without being overly sweet or tangy.

Rating: 9/10

M&S – 90pJar of jam on wooden table

M&S came out top(Image: Mia O’Hare)

The M&S jam felt like a real treat, but it still costs much less than the branded option. It had an ideal consistency for me, as it spread easily and was packed full of flavour. This jam has seeds and gives a homemade feel. For me, it was a clear winner.

Rating: 10/10