Both texturally and in terms of taste this was pretty perfect for me. It really tasted like strawberry, which may sound silly but so many jams just taste sweet. This would definitely pass a blind taste test. I tried it solo and with toast/butter and it was delicious both ways. I would now seek this out when I want strawberry jam in the future (and would be interested to see it here at Borough Market in fact, as we recently lost our preserves trader!).