Shoppers in a jam after empty jars sell for more than full ones

A JAM jar craze among the middle classes has resulted in supermarkets selling empty pots for more than a full pot of jam.

In a sign that jam jars really are becoming a preserve of the wealthy, Waitrose is stocking an empty jar costing £2, which is 29p more than a jar of Bonne Maman strawberry jam.

Sainsbury’s also appears to have latched on to the trend and is selling various glass jars for between £2 and £5. Meanwhile, glass jars filled with jam are available in store for as little as 40p.

Experts said the trend, which was originally born from a desire to up-cycle everyday objects, had now “gone mad” as people are becoming too lazy to wash out used jars.

Waitrose’s pricing was spotted this weekend by a shopper who posted online pictures of empty and full jars side-by side.

Both came with virtually identical red and white gingham patterned lids.

Within 24 hours, the Facebook post received more than 3,000 likes. Some comments suggested that the empty jars were designed to appeal to middle-class jam makers who were willing to pay a premium for an empty, clean jar. But others pointed out that the jars were not an identical size, making for an imperfect comparison.

In addition to jam-making, middle class consumers are also using the jars as flower vases, candle holders and to store upmarket packed lunches.

Ben Kendrick, a home design expert at Country Living, said: “The jam jar trend has officially gone mad… I think people should be reusing their old jam jars. All you have to do is soak them in hot water and peel off the label.”

A Waitrose spokesman said: “Our Bonne Maman conserves are on a temporary promotion and represent great value for money.”