First, we need to correct a couple of common mistakes:
The fruit-and-sugar based sandwich filling is called "jam". "Jelly" is the gelatine-based desert served at children's parties, with ice cream.
"English muffins" are only made and eaten in the US or branches of McDonalds. True Brits eat crumpet.
Now, to the OP;
Crunchy, every time. Preferably "whole" (skins and all), and absolutely, without compromise, free from palm oil. This isn't flavour or snobbery - almost all the palm oil on the planet comes from monoculture plantations growing on land that was formerly rain forest, usually on Madagascar.