Even Paddington Bear, it seems, is having a hard time saving his beloved marmalade from an inexorable decline.
“I think Paddington is a lovely, quizzical character, and he does a great job for marmalade, and we adore him.
As the spread’s greatest international ambassador, Paddington has long been an important part of marmalade’s branding process.
And while sales may be down, marmalade is enjoying a renaissance among artisan producers and even drinks distillers. The World’s Original Marmalade awards have seen record entries and its bittersweet taste is finding favour with vodka drinkers.