The beloved spread marmalade is set to undergo a significant rebranding, changing its name to ‘citrus marmalade’ as part of a new UK-EU food deal. This change comes in the wake of updated regulations that aim to reshape the food landscape post-Brexit, affecting not just producers but also consumers across England, Wales, and Scotland.
The rebranding initiative is part of the UK’s adoption of revised EU food regulations, which now allow non-citrus spreads to be marketed as ‘marmalade’. This shift is expected to broaden the legal definition of marmalade for EU members, allowing for a more diverse range of products under the familiar name. The deal includes 76 revised EU food regulations that could apply across the UK, reflecting a significant change in how food products are categorized and sold.
As the UK Government aims to reduce trade barriers and costs for British producers through this deal, the Department for Environment, Food & Rural Affairs (Defra) is actively engaging with affected businesses to prepare for the transition. Marmalade producers are now tasked with prefaceing ‘marmalade’ with ‘citrus’, a move that could lead to confusion among consumers who have long associated the term with a specific type of spread.
“British marmalade is not changing; it will still be the same product available in our shops as it is now,” a government spokesperson reassured. However, the much-loved citrus spread is indeed due to be renamed under the UK Government’s planned EU food deal, raising questions about how this will affect consumer perceptions and purchasing habits.
More specific descriptions, such as ‘lemon marmalade’, will be allowed under the new regulations, which could open the door for innovative new products. Yet, the impact of these changes on UK marmalade producers and consumers remains uncertain. Defra has indicated that labeling changes around marmalade could be confusing for UK consumers, highlighting the need for clear communication as the transition unfolds.
Historically, marmalade originated as a thick, sugary quince spread from Portugal, evolving over the years into the citrus-based product that many enjoy today. This rebranding marks a pivotal moment in the product’s history, as it adapts to new regulatory frameworks in a post-Brexit landscape.
Details remain unconfirmed regarding the exact timetable for when these changes will take effect in Britain. It remains unclear whether the updated rules would need to be in place before or after mid-2027. Additionally, whether regulators will permit products such as ‘strawberry marmalade’ to be sold on British supermarket shelves also remains an open question, leaving both producers and consumers in a state of anticipation.
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