Felix Oster

Why do we need 50% sugar (or other sugars such as fruit juice concentrate) in jam? You don't know? I don't know either.

After being told to cut back on my sugar consumption, I tried to find jam that was actually reduced in sugar and sweetness - and I couldn't find it. It doesn't exist.

So, I started making it myself. It took me 10 years to realize that other people have the same problem and until Mór Taste was born: Making jams and spreads that are tasty (Blas na h'Éireann Gold 2022) but so much better for you (60% up to 70% reduced in sugar)!

Since 2023: Managing Director, Mór Taste

• Manufacturing healthy, low-sugar jams, marmalades and spreads

• Europe's only jam that is high in fibre

• Blas na h'Éireann Gold & 4 Great Taste Stars with products that are up to 70% less sugar than the category

• Patent pending on high-fruit but low-sugar jams

2019 - 2022: Manager, Category & Shopper Europe, Kellogg Europe

• Managing the Commercial Innovation Strategy for the European Market

2016 - 2019: Category Manager, Migros Switzerland

• Headed up the CM and buying team of the cheese category, worth €550m