5 trends in preserves - and what to stock for each

Preserves, both sweet and savoury, have been a vital part of the British store cupboard for generations – if not centuries – and while consumer palates are evolving, the sector is innovative right alongside. Some will often seek out a joyful taste of their childhoods, whatever their age (think blackberry picking with your grandmother and the resulting bramble jelly), while others have an appetite for something they haven’t tried before (likely involving at least a hint of zing or spice).

Whatever you opt for in your range, think dimension, story and versatility. After all, a carefully made preserve is worth so much more than simply slathering on toast; many can add complexity to both sweet and savoury dishes too, so think of them as flavour-boosting ingredients as well as delicious finishers.

The truth about honey

Helen Rogers, co-founder of The Honey Guild, talks Speciality Food through why honey deserves a fresh approach.

Most people are surprised to learn that not all honey is created equal. The jars filling supermarket shelves are often blended from honeys sourced across multiple countries, ultra-filtered to remove pollen, and in some cases heat-treated to the point where much of the natural complexity is lost.

Real honey — genuinely raw, single-origin or mono-floral — retains its pollen fingerprint, its natural enzymes, and the nuanced flavour profile that reflects exactly where and when it was made. Consumers deserve to know the difference, and right now, the labelling simply doesn’t make it easy for them. Consumers should understand just how wide the world of honey really is — from water-white through to dark amber, with a corresponding range in texture, aroma and flavour that rivals wine in its complexity.

Honey isn’t a single product. It never was. Honey is one of the most adulterated foods in the world — it’s a well-documented global issue. When cheaper, heavily processed honey dominates the shelf, it undercuts the beekeepers who are doing things properly: managing healthy colonies, harvesting carefully, and protecting the biodiversity that pollinators depend on. Education isn’t just about taste — it’s about supporting a sustainable, transparent supply chain and helping consumers spend their money where it genuinely makes a difference.

Speciality retailers are perfectly placed to be the trusted voice here. Stock honey that is clearly traceable — ideally British, single-origin, or certified — and be confident talking about it. Share the story with their customers. Honey bought from a deli where the team can explain the provenance is a fundamentally different product to something pulled from a supermarket shelf — and customers know that, even if they don’t yet have the language for it.

1. Botanicals

Floral notes have long been a hit in the drinks category, and increasingly botanicals are making waves beyond the drinks cabinet to baking ingredients, desserts, condiments and chocolates. Forward-thinking buyers are bringing them onto their preserves shelves too.

The reasons, experts tell Speciality Food, are many. Botanicals tell a story of place and heritage; they deliver functional benefits in addition to brilliant flavours; they offer sensory complexity and they provide familiarity with an edge. Read more about the botanicals boom here.

3 products to stock

Hawkshead Relish, Strawberry & Lavender Jam
“Botanicals are trending across the food and drink industry right now and are particularly popular when summer rolls around,” begins Bronnie Visser, sales and marketing executive at Hawkshead Relish. “This jam offers a simple way to incorporate one of Britain’s most-loved floral herbs into customers’ kitchens, and is a delicate balance of ripe strawberries, subtle floral notes of lavender and a little black pepper for an extra aromatic twist. We love to add a touch of elegance to an afternoon tea or pastries with this jam, but it’s equally delicious spread over warm toast!”

Number Eighteen, Suffolk Wildflower Runny Honey
Offering a unique taste of the Suffolk countryside at the height of summer, the bees that made this honey fed on a wide variety of flowers and blossoms.

Essence Foods, Lime Marmalade with Bergamot & Bay
For lovers of sharp lime marmalade, this award-winning preserve is fresh, zesty and perfect any time of the year.

2. Provenance

Provenance is a powerful selling tool in the fine food world. It’s important not only to know where the ingredients on the labels of products come from, but also to be able to translate the maker’s story for your customers. For customers searching out products with strong provenance credentials, it’s all about stocking small-batch producers with a close relationship to their ingredients. The products below offer this up with relish.

3 products to stock

Frutteto, Sicilian Orange Spread
“Provenance is crucial for artisanal preserves because the quality and character of the fruit define the final taste. The variety, growing region, climate and ripeness at harvest all shape the balance of sweetness and acidity, as well as the aroma,” explains Rebecca Ravera, founder and owner of Frutteto. “By selecting single-origin whole fruit, we create fruit spreads with real character, from the delicate perfume of Romagna apricots to the natural sweetness of Campanian strawberries and the bright citrus intensity of Sicilian oranges, without needing to use refined sugar. Provenance gives artisanal brands a meaningful point of difference from large-scale brands, where fruit is often blended from multiple origins for consistency and cost efficiency.”

The London Honey Co, Kent Beach Honey
From the coastal forage of Kent, where the bees visit the bramble, viper’s bugloss and wild wood sage flowers which grow on the vast flint beaches, producing an unusual honey with notes of verdant herbs.

Eastgate Larder, Medlar Jelly
Hailing from North Norfolk, this is a fragrant and versatile preserve with a distinct citrus note and a celebration of the historically popular medlar fruit.

3. Modern classics

Sometimes, only the finest iteration of a traditional fan favourite will do. By now, you’ve surely heard that products offering a hint of nostalgia are in demand. And in fact, the real stand-out stars are those capturing consumers’ imagination with ‘newstalgia’. These modern takes on traditional flavours and formats are proving to be a winning combination for 2026. The products below tick the nostalgia box with aplomb.

3 products to stock

The Bay Tree, Amazing Apricot Jam
“There is so much more to The Bay Tree Amazing Apricot Jam than sealing a cake before icing. It may be the glue that holds your Battenberg together, but with a little imagination, it can be one of the most versatile jams in the cupboard,” says Richard Heddington, marketing executive at The Bay Tree. “From toppings for toast or croissants, fillings for jam tarts, adding a fruity twist to curries, and glazing chicken or duck, this is a true gem for all manner of sweet and savoury recipes. Apricot Jam is often overlooked in favour of the berry flavours, but is one of the most versatile jams for countless sweet and savoury uses.”

England Preserves, Blackcurrant Blighty
Embracing and emphasising the sour character of blackcurrants, this is a delicious, sweet and sour jam that makes you salivate for more.

Cottage Delight, Classic Breakfast Marmalade
Rich and deep with plenty of character, this is the traditional choice for breakfast. Small batch-made the traditional way in open copper pans.

4. Fruity and spicy

Enliven your shelves - and customers’ cupboards - with the ‘fricy’ combo shoppers can’t get enough of. ‘Fricy’ is a delicious blend of fruity and spicy flavours with influences coming from the Caribbean to Asia. Fruity and spicy combos offer curious customers seeking out bold, globally inspired tastes that feel both exciting and accessible. And the good news is that classic fine food pantry heroes are the perfect fit for this trend. Read all about the ‘fricy’ trend in food and drink here.

3 products to stock

Tracklements, Pineapple & Chilli Relish
“One of our best-selling special editions ever, Pineapple & Chilli Relish not only delights shoppers looking for their next ‘fricy’ fix, it’s also satisfying the demand around-the-world flavours,” says Becca Chapman, trade marketing, category and insights lead at Tracklements. “It pairs perfectly with grilled pork or chicken, and my personal favourite is a dollop on a sourdough pizza for a top-tier twist on the ever-controversial Hawaiian pizza.”

Radnor Preserves, Blood Orange, Chilli & Sea Salt Marmalade
Use as a marinade for roasts or sausages, add to a cheese board, or simply serve on hot buttered toasted sourdough.

Butter Bike, Smoked Chilli Peanut Butter
A wonderfully complex concoction of fiery chipotle chillies and smoky paprika which gives this creamy, crunchy peanut butter a serious savoury kick.

5. International

British shoppers are hungrier than ever for preserves that excite their palates and offer a taste of realms beyond our own borders. From complex Middle Eastern flavours to Mexican heat and Korean ingredients to regional Italian food traditions, many of us are taking a global approach in the kitchen - and fine food retailers are well placed to showcase authentic international ingredients. Take a look at all the world flavours shoppers are craving in 2026 here.

3 products to stock

Seggiano, Fig Jam
“This is pure and simple, made solely from Dottato figs 99.4%, lemon juice, and lemon zest,” says Winette Winston, president and managing director of Seggiano. “We use lusciously sweet Dottato figs that are famously grown in Calabria, the heel of Italy. This deliciously sweet spread is ideal with breakfast and compliments both soft and hard cheeses.”

8:22, Achar
Bright, crunchy and sweet-sour, this Indonesian-style achar pickle brings sharp lift and warm spice to sandwiches, bowls and grilled food.

ButterNut, Coconut Cardamom Cashew Butter
A rich and creamy blend of cashews with coconut and the heady, citrus-bright fragrance of cardamom.