Marmalade sales have soared following the release of the Paddington Bear movie. Sales of Robertson's Golden Shred were 24% higher in the week after the movie launched. The brand begun rolling out a new label in October which features the marmalade loving Paddington who is synonymous with marmalade. The film has conjured nostalgia for those who remember the bear from their childhoods, but it has also meant that it has introduced the product to a whole new younger audience. Robertson's is the leading brand in the £40m marmalade market.