Words: Deep-cut, adj.

HARD TIMES in the high street. The Grocer laments jam's struggle. Sales are down, but demand grows for better stuff ("extra jam").

Sandra Sherratt, of Trustin, avers that "they are eating fewer host products" and Fiona Chatwin of Nestle experiences fewer "breakfast occasions". Ian Grieg of Robertson's wants, stickily, "category management to make jam fixtures easier to shop. One in four consumers walk past the fixture without making a purchase because they think it is too complicated." He will oust "duplicates that offer the same thing . . . a lot of deep-cut activity went into extra jam last year, cannibalising the sales of standard jam."

In no dictionary, deep-cut is not chunky jam but such tactics as "buy one, get one free".