Marmalade to be re-branded in post-Brexit food deal

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Marmalade has long held a cherished place as a classic British spread, with traditional recipes often passed down through generations. However, recent developments tied to the UK government’s proposed food agreement with the European Union could alter how this beloved product appears on store shelves. Under the terms of the deal, marmalade would need to be rebranded as “citrus marmalade” due to changes in EU food labeling laws that the UK is considering re-adopting to facilitate trade and reduce regulatory burdens on British exporters.

The reason for this proposed name adjustment stems from Brussels’ decision to relax its labeling regulations, broadening the legal definition of marmalade within the EU for the first time. Previously, regulations established in Europe—later incorporated into UK law before Brexit—required that only fruit preserves made specifically from citrus fruits be marketed as “marmalade,” while spreads made from other fruits had to be labeled “jam” or similar terms. This protection originated from British lobbying efforts in the 1970s, which secured a special commercial status for marmalade made from bitter Seville oranges, a variety deeply associated with British cultural identity, partly due to its connection with Paddington Bear.

Despite being grounded in tradition, this strict naming rule has caused ongoing challenges and disagreements with food regulators across Europe. Some countries have linguistic traditions that do not align with the EU’s original definition. For instance, in Spain and Italy, terms like “mermelada” and “marmellata” commonly apply to fruit spreads made from non-citrus fruits such as plums and figs. The issue was prominent enough that a German Member of the European Parliament (MEP) who advocated for change after Brexit described these naming restrictions as “contrary to German linguistic tradition.” In response, the EU updated its guidelines following the UK’s exit, permitting all EU member states to market non-citrus fruit spreads as “marmalade” from June onward, provided citrus-based marmalades are labeled distinctly as “citrus marmalade.”

The UK government has disclosed that this revision in marmalade labeling is just one amid 76 new EU food regulations that could also come into force across England, Scotland, and Wales if the broader food agreement is ratified. Although the timeline for adopting these changes domestically has not yet been finalized, the new rules are already set to apply in Northern Ireland under the 2023 Windsor Framework, which ensures alignment with EU food laws in the province. There remains some uncertainty, however, about whether British supermarkets will permit products labeled as “strawberry marmalade” or similar non-citrus varieties, since such relaxations are not currently included in Northern Ireland’s legislation. Defra, responsible for food labeling in England, has assessed that altering these rules might confuse UK consumers and has not confirmed plans to fully loosen the definitions, though it remains engaged with affected businesses and is open to alignment where feasible.

Consumer impact is anticipated to be subtle, as the new rules will still allow citrus fruit names, such as “lemon marmalade,” to be used alongside the new “citrus marmalade” descriptor. Some manufacturers have already adjusted product names to comply with these changes, while others expect to make label modifications. The redefinition of marmalade may not significantly shift British perceptions of the product, with longstanding traditions remaining influential. For instance, Cumbria’s Dalemain Mansion, which hosts the World Marmalade Awards, has announced it will continue limiting entries to citrus-based spreads only. Beatrice McCosh, director of the awards, emphasized their commitment to upholding “rock solid British standard marmalade, the type which has been eaten for centuries from Elizabeth I to James Bond.

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