Sales of liquid pectin – the gelling agent in fruit jam – are massively up, with manufacturers pointing to Paddington bear as inspiring a homemade marmalade movement
Marmalade has been in the doldrums of late, seeing a gradual drop in sales as more trendy spreads like Nutella, nut butters, and Manuka honey do roaring business. But the preserve’s long-time ambassador Paddington is once again to the rescue, catalysing a rise in homemade marmalade.
Sales of shop-bought marmalade were instantly given a fillip by the release of the Paddington movie last year, which earned £37m at the UK box office – The Grocer reported that sales of Golden Shred marmalade rose 24% in the week after the film was released. Now Certo, which makes the gelling agent liquid pectin that gives jam its consistency, is reporting a 34% increase in sales year-on-year over the last three months.
James Amar of Certo said: “While demand for Certo peaks over the summer months at the height of the summer-fruit, jam-making season, we’d typically expect a less pronounced increase in sales December to February with the arrival of Seville oranges. This year, sales have rocketed and it seems the bear from deepest, darkest Peru with a passion for marmalade has rekindled the nation’s appetite for this distinctive preserve.”
Waitrose meanwhile reported a 282% increase in people downloading its recipe for marmalade, as well as a rise in sales of the ingredients.
Paddington, whose favoured mode of marmalade consumption is of course in sandwiches, has proved a hit outside the UK too – the film has amassed £160m altogether worldwide, and has become the highest-grossing non-Hollywood family film ever. A sequel is now being planned by StudioCanal.
This article was written by Ben Beaumont-Thomas, for theguardian.com on Wednesday 11th March 2015 09.23 Europe/Londonguardian.co.uk © Guardian News and Media Limited 2010