Moving on from his stint as the face of Marmite, the loveable Paddington Bear is opting for something sweeter – Robertson’s Golden Shred Marmalade.
As an avid fan of marmalade sandwiches, the duffel-coated bear has been signed up to promote the classic orange peel jelly in a bid to steer youngsters away from their breakfast of jam on toast.
The arrival of Paddington comes amid fears that the taste for marmalade is dying out, especially amongst young people as 80% of buyers are aged 45 plus.
Paddington first arrived on the scene in 1958 when he was created by Michael Bond, He become a firm favourite amongst children with more than 300 million books sold worldwide.
Sadly, marmalade isn’t so popular, but we wonder if Paddington’s mark on the jar will make us swap from strawberry jam to the orange stuff?
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