Marmalade's future may be in shreds

Marmalade used to be the traditional preserve of the British breakfast table.

But the popularity of Paddington Bear's favourite sandwich filler is on the wane and could be in danger of being usurped by orange jam.

Marmalade is traditionally made from the Seville orange with its signature bitter-sweet taste, and peel added for extra bite, but the jam is a blander version, made from ordinary eating varities of orange.

One man has vowed to fight through thick-cut and thin to conserve his favourite preserve.

"The greatest threat to marmalade is the failure of most manufacturers to market it successfully to a younger audience," says Steve Jones, who extols the glories of Golden Shred and other well-known brands on his website, Marmaland.

www.marmaland.com