Press Release Embargoed until Tuesday 2nd March 2010
PADDINGTON BEAR TO SAVE MARMALADE FROM ITS STICKY SITUATION
Children's character 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, today announce their partnership 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.
Created over 50 years ago by Michael Bond, Paddington Bear is an icon if children's literature and a national treasure in Britain. Sales of Paddington books are now in excess of 35 million copies worldwide and sales of soft toys are estimated to be well over 25 million. In 2009 he was voted Britain's Best Souvenir by travellers at Heathrow Airport.
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 will introduce a new generation to their childhood favourites and see Paddington as a way to help raise interest of thios 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 familty breakfast occasion and how marmalade is a product for the whole family that provides a great start to the day and can be enjoyed as part of a healthy 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 marmalde. He loves it to this day and almost always has a marmalade sandwich tucked under his hat 'in case of emegencies'. 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 Bear Collectables - a range of four badges than be purchased at £1.10 each from www.paddingtonbear.com 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 Robertsonís Golden Shred
Ten facts about Paddington Bear