Packaging has a great impact on creating a first impression in customers. Which product do they pick from the shelf? The package design has to reflect the quality the product itself represents. Essential to defer from other products. In case of a marmalade the design tells for first site whether it is a handmade product made of assorted high quality fruits, maybe bio fruits with high fruit content or is it a result of mass production.
You have a high-quality product, but it is not reflected by the packaging? Get a new one designed!