Paddington Bear to save marmalade from a sticky situation

Paddington joins forces with Robertson’s Golden Shred to save the Great British Breakfast

The world’s most famous marmalade lover, Paddington Bear, and the world’s favourite marmalade, Robertson’s Golden Shred, announced their partnership on 2nd March 2010 to inject excitement into the breakfast market and reignite consumer interest in the citrus spread.

Robertson’s hope that the coming together of these two British icons will highlight how breakfast provides a reason to sit together as a family and redress a declining marmalade market, which industry figures show is facing competition from perceived, more convenient breakfast alternatives such as cereals and porridge.* Time spent around the table at breakfast is also in decline, with people grabbing breakfast on the run or for some of the population not at all.**
Robertson's Marmalade jars

Robertson’s Golden Shred, created in 1864, is the world’s best selling marmalade with over 14 million jars being sold worldwide every year.

David Atkinson, General Manager Spreads and Beverages at Premier Foods, owner of Robertson’s, comments:
"A large proportion of Robertson’s consumers have grown up as fans of both marmalade and Paddington Bear. We hope parents and grandparents to introduce a new generation to their childhood favourites and see Paddington as a way to help raise interest of this flavoursome breakfast essential amongst a younger audience. After all, there’s no better endorsement than from the world’s greatest marmalade fan."

Paddington Bear is loved by mums and dads who grew up watching the iconic BBC TV show in the 1970s and ‘80s, making him the perfect ambassador for Robertson’s to reach families. The link aims to highlight the simple pleasure of the family breakfast occasion and how marmalade is a product for the whole family that provides a great source of energy and can be enjoyed as part of a balanced diet.

Karen Jankel, daughter of Michael Bond and Managing Director of Paddington and Company Ltd, comments:
"Paddington first arrived in London having survived the long journey from Darkest Peru on nothing more than a jar of marmalade. He loves it to this day and almost always has a marmalade sandwich tucked under his hat ‘in case of emergencies’. The association with Robertson’s is a natural and authentic fit and one which we hope will last for many years."

To celebrate the association, Robertson’s is launching a new scheme of Paddington Bear collectables - a range of four badges that can be purchased at £1.10 each from the Robertson's website from 2nd March 2010 on entering a barcode found on all Robertson’s marmalade jars. The Paddington Bear collectable scheme aims to engage both children and adults and draws on Robertson’s heritage as the brand behind one of the longest running collectables schemes ever.

Ten facts about Robertson’s Golden Shred

1. Robertson’s Golden Shred was launched in 1864
2. Robertson’s Golden Shred was originally produced in the back of a shop before a factory was built to meet increased demand
3. It is the ‘World’s Favourite Marmalade’
4. 14 million jars of Robertson’s Marmalade are sold every year worldwide
5. Robertson’s Golden Shred was granted the Royal Warrant in 1933
6. The range consists of Robertson’s Golden Shred, Robertson’s Golden Shredless, Robertson’s Silver Shred, Robertson’s Golden Shred Light and Robertson’s Golden Shred Chunky
7. After 146 years of marmalade in jars, ‘Robertson’s Golden Smooth’ will be launched in March 2010 - in a new squeeze format and with no bits in it
8. 55 per cent of Brits prefer marmalade on toast**
9. 54 per cent of Brits like their toast to be hot when they eat it**
10. People in Glasgow were found to be the biggest fans of toast and marmalade in the UK**

* Mintel Jan 2010, Breakfast Cereals Report
** Robertson’s British Breakfast research, 2,000 respondents, nationally representative, YourSayPays, February 2010
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