Putting the fun back into jam

Setting themselves the challenge of regaining jam's place at the table and beyond, Just Design’s Futures team worked closely with Tiger Brands to generate new ideas that address the tensions and problems surrounding jam.

This culminated in an innovation workshop run by Just Design and involving external experts such as a chef, a food blogger and a food editor. The team recently launched the first of many great ideas, All Gold Skweezi jam.

Looking cross-category, the team identified the “squeeze” pack as a great opportunity to reinvigorate the fixture. Less mess and more fun, the pack brings the excitement back to jam as well as (providing additional functional benefits of being lightweight and non-breakable).

Recognising the importance of speed to market and keeping costs down, the team sourced an off-the-shelf bottle rather than being slowed by the expense and development of creating something bespoke. Proving that smart innovation doesn’t always require huge investment and time.

Sold-out in many stores, the response from both consumers and retailers has been extremely positive. Look out for All Gold Skweezi jam in-store and on TV.

About Just Design

For over fifteen years, Just Design has proven time and again that good thinking leads to great creative. With a national footprint and accounts across Africa, Middle East and Europe, they are the strategic design and innovation partners for many blue-chip clients and global brands, and are one of South Africa’s leading Future’s, Strategy and Design agencies.

About Tiger Brands

All Gold is a heritage South African brand that is part of the Tiger Brands stable. It has been around since 1908. All Gold Jams are synonymous with the great quality consumers have come to expect from All Gold. Crammed full of the finest fruit – they taste real good – like good food should.