Shazzam takes a Shot at the speciality marmalade market

Shazzam, the Northern Ireland based maker of speciality jams, relishes and chutneys, is spicing up its unusual portfolio with an innovative range of 'Marmalade Shots'… breakfast jams with a kick!

The artisan business, a UK Great Taste Award winner, is launching a 10-strong range of 130g breakfast marmalade jars featuring unique flavour blends such mojito, pina colada, tequila and lime, and raspberry and vodka.

The Belfast company plans to develop a comprehensive range of 20 marmalade Shots for retailers throughout the UK, Republic of Ireland and internationally.

The new flavours, created by Suzanne Livingston, Shazzam's founder and managing director, carry forward the success the business has already enjoyed with larger 200g gin and tonic, Irish whiskey, and vodka and orange marmalades. It has also developed an unusual Guinness and garlic chutney.

Shazzam branded products are currently sold in delis and farm shops throughout Ireland, parts of GB and to international markets including the US, Japan and Australia through its thriving internet business. The company is also currently processing inquiries from potential outlets in Germany.

Shazzam's products, which include its award winning smashing pumpkin relish, also recently gained a recommendation from BBC Dragon's Den star Theo Paphitis on his Twitter page.

The new Shots are distinctively packaged and are again geared for delis, farm shops and smaller retailers.

"I formed the business in 2005 to provide different and unusual flavour blends not readily available anywhere. The Shots carry this tradition forward. The jar size has been designed to encourage shoppers to try them and experience the unusual marmalade flavours," says Mrs Livingston, who is also the author of two cookbooks detailing her unique jam, relish and chutney recipes.

"I get my ideas from old cookbooks I've gathered over the years and also from people I meet at various shows. My recipes are quite different."

In the pipeline is a marmalade cake, part of the company's diversification into handmade bakery products.