The numbers
Marmalade lovers in the UK are facing a significant change as the beloved spread is set to be rebranded as ‘citrus marmalade’ under a new UK-EU food deal. This rebranding is part of the UK’s adoption of updated EU food regulations following Brexit, which aims to streamline trade and reduce costs for British producers.
The rebranding will apply across England, Wales, and Scotland if the plans receive approval. This change comes as the EU has updated its regulations, allowing non-citrus spreads to be marketed as ‘marmalade’, effectively widening the legal definition for marmalade among EU members.
In Northern Ireland, the name change is already set to take effect under the 2023 Windsor Framework. The UK Government is optimistic that this deal will help reduce trade barriers and costs for British producers, with a government spokesperson stating, “Our deal with the EU supports businesses by removing the costly red tape that holds back our exporters from our largest trading partner.”
Producers of marmalade are now preparing for the change, which requires them to preface ‘marmalade’ with ‘citrus’. More specific descriptions, such as ‘lemon marmalade’, will also be allowed under the new regulations. However, the impact of this change on UK marmalade producers and consumers is still uncertain.
As the Department for Environment, Food & Rural Affairs (Defra) engages with affected businesses regarding these changes, there are concerns about potential confusion among UK consumers. A Defra representative noted, “Labelling changes around marmalade could be confusing for UK consumers.”
Marmalade has a rich history, originating as a thick, sugary quince spread from Portugal, and has since become a staple in British households. The upcoming changes mark a significant shift in how this cherished product will be marketed and perceived.
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, and whether regulators will permit products such as ‘strawberry marmalade’ to be sold on British supermarket shelves also remains an open question.
