How to eat: toast and jam

It is the simplest of comfort foods, but does the strawberry topping deserve its popularity? Which bread is best? And how should we punish those who get butter in the jar?

Politically, it is said, Britain tolerates endless promises of jam tomorrow, never demanding jam today. But now the country has seized its own destiny - at least in the literal matter of jam.

Rewind to 2019 and jam was over. Dying. In terminal decline. Jam was as cool as a tweeting a laugh-cry emoji about the state of Kings of Leon's skinny jeans. But, during the pandemic, jam has enjoyed a dramatic revival. Breakfast has been reborn," trilled the Grocer magazine as it reported jam sales had increased in value by almost 23% last year.