Jam makers will benefit from sugar change, says govt

British jam producers will benefit from greater flexibility thanks to new EU rules on reducing sugar content in fruit spreads, according to environment minister George Eustice.

But Liberal Democrat MP Tessa Munt opposes the move to reduce minimum sugar content from 60 per cent to 50 per cent, in line with new EU rules, because it could lead to an inferior product.

"A lower percentage produces products with darker, muddier colours which may affect consumer confidence in the British product," Munt said.

"If the consistency lacks the characteristic gel and is instead more like a fruit spread or a fruit butter, consumer confidence in the properties of jam and similar products may be lost."

Mr Eustice said: "The reduction in the minimum sugar levels to 50 per cent delivers the greatest flexibility to the industry as a whole."