More marmalade for Paddington
02.03.10 | Katie Allen in The Bookseller

Michael Bond's children's book character Paddington Bear is set to be the face of Robertson's Golden Shred marmalades.

The "world's most famous marmalade lover" will appear on all Robertson's Golden Shred marmalades, including new product Robertson's Golden Smooth, as well as Premier Gale's honey and Hartley's No Bits ranges.

The deal was signed by Copyrights, a company of entertainment producer and distributor Chorion, with Premier Foods.

Customers will also be able to collect a Paddingon Bear range of badges via promotional packs.

Esra Cafer, Chorion senior brand manager, said "I know that fans will be just as excited as we are when they see Paddington on their local supermarket shelf. He'll appear on more than 14 million jars each year. And we hope the partnership will continue for many years to come."

David Atkinson, Premier Foods' Spreads general manager, said "As the nation's fondness for nostalgia continues, the coming together of the two iconic British names, Paddington Bear and Robertson's Marmalade, makes perfect sense."