The release of the Paddington Bear film has given a boost to marmalade sales, with supermarkets reporting increased demand and a surge in homemade marmalade-making. The movie, which has topped the UK box office, has prompted Robertson's to team up with the bear for a marketing campaign, while Waitrose has seen an 88% rise in fresh marmalade sales.
Marmalade has been in decline for years, with sales falling 1.6% in 2013 compared to the previous year, as younger shoppers turned to honey and chocolate spreads. However, the Paddington film has sparked renewed interest, particularly among children demanding marmalade sandwiches.
Homemade marmalade has maintained a loyal following, with enthusiasts like Jane Hasell-McCosh, founder of the World's Original Marmalade Awards, noting the importance of preserving the art. The seasonality of Seville oranges, available only in January, adds to the appeal, with many home cooks dusting off preserving pans each year.
Marmalade is also finding new uses in cocktails and cooking. Chase Distillery produces a marmalade vodka, and recipes such as marmalade-glazed bacon are gaining popularity. Sarah Randell, author of a marmalade cookbook, suggests pairing it with salty foods like manchego cheese or using it in slow-cooked dishes.
