Paddington has lost his taste for Marmite and returned to marmalade as the furry new face of Robertson's Golden Shred.

The bear brand ambassador for Unilever's Marmite from 2007 to 2009 is helping Premier Foods kick off a new on-pack promotion running across Robertson's Golden Shred marmalades, Hartley's No Bits jams and Gale's honey. The promotion gives consumers the chance to purchase a range of collectable Paddington badges.

The bear will also appear on the new squeezy Robertson's Golden Smooth marmalade range, launched this week.

David Atkinson, general manager of Premier Foods' spreads, called the move "the coming together of two iconic British names".

Unilever said: "It seems fitting that a bear as prone to mishaps as Paddington should turn up at Robertson's after developing a savoury tooth."