Robertson’s Golden Shred marmalade launches a limited edition gold label jar this month, exclusive to Selfridges. The gold label jar has been launched in celebration of the story behind the creation of the UK’s favourite marmalade-loving bear, Paddington, coming to the big screen in his film debut next month.
The story goes that Michael Bond purchased a lone teddy bear from Selfridges, located near Paddington station, as a present for his wife on Christmas Eve in 1956. It inspired him to write a story about a bear from darkest Peru, and in October 1968, A Bear Called Paddington was published.
The gold-labelled jar (priced at £2.29) features a message tag outlining this story and the link back to Selfridges. The label also features the new-look Paddington Bear in line with Golden Shred’s recently updated label.
The launch of the limited edition jar ties in with the new front window scene at Selfridges, which sees Paddington emerging from a taxi with a cascade of Robertson’s Golden Shred marmalade overflowing out of the car door behind him.
David Atkinson, managing director of grocery at Hain Daniels, said: “The limited edition Golden Shred marmalade jar allows Selfridges shoppers to celebrate the creation of Paddington Bear with the UK’s number one marmalade spread.”
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