The new rule was introduced because some EU countries use ‘marmalade’ and ‘jam’ interchangeably – and is intended to protect the distinctiveness of Paddington’s favourite spread
12:35, 04 Apr 2026Updated 16:52, 04 Apr 2026
Paddington Bear can still call it orange marmalade
Marmalade will not have to be renamed due to EU rules, despite claims from senior Tory and Reform politicians.
It had been claimed the much-loved British breakfast staple would have to be re-badged “citrus marmalade” in order to comply with a new EU directive. It follows Keir Starmer moving to align Britain more closely with Brussels to boost trade, and help secure Europe in the face of an increasingly volatile United States.
It had led to a furious backlash, with Reform UK business spokesman Richard Tice telling the UK “hands off our marmalade!”. Dame Priti Patel, the shadow foreign secretary, had said: “Labour is now attacking the great British marmalade!”
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Marmalade could be renamed in shops(Image: Design Pics Editorial/Universal Images Group via Getty Images)
However, the rules allow the word ‘citrus’ to be substituted for the name of the fruit so ‘orange marmalade’ would be permitted. Almost all marmalade sold here is already labelled “orange marmalade”, including Robertson’s Golden Shred, by far the biggest brand on supermarket shelves, as well as fancier brands like Mrs Bridges and Wilkin and Sons.
A Government source told this newspaper: “This isn’t such a sticky situation after all. The only ‘marmalade madness’ is the Tories and Reform boiling over with rage about jar labels that won’t need to change. Despite false claims that the name orange marmalade is toast, it will be preserved, so there’s no need to spread alarm”.
The new rule was introduced because some EU countries use ‘marmalade’ and ‘jam’ interchangeably – and is intended to protect the distinctiveness of Paddington’s favourite spread. Under the new arrangement, the iconic product can still be called orange marmalade, as you can replace the word citrus with the name of the fruit.
A spokesperson for the Department for Environment Food and Rural Affairs (DEFRA), said: “British marmalade is not changing; it will still be the same product available in our shops as it is now. British manufacturers align with international standards to ensure our world-class produce can be sold to a larger international market
“Our deal with the EU supports businesses by removing the costly red tape that holds back our exporters from our largest trading partner. Crucially, our agreement secures the UK’s ability to shape the rules that affect our industry in the national interest.”