I think it is the use of "wild cranberries" (lingonberries) which gives it the improved flavour.

Because cranberry sauce can only be made by chefs well versed in the black arts, and it isn't just a case of putting orange juice, sugar and cranberries in a sauce pan and heating them for seven minutes.

If you haven't tried Sainsburys "Taste the Difference" Wild Cranberry Sauce yet I can highly recommend it.

It's horribly expensive for cranberry sauce, but hey, it's Christmas right, and your turkey will thank you (by proxy).

Don't ask me how they catch the wild cranberries though. Probably round them up with a lasso or something.