Once-iconic jam brand Robertson’s is to be shelved for good, The Grocer can exclusively reveal, as Premier Foods looks to focus on Hartley’s.

Robertson’s, which is best known for its use of the controversial Golly logo until 2002, will disappear by the end of next year, Premier has confirmed.

The manufacturer admitted this week it was already pushing the Hartley’s jam brand at the expense of Robertson’s. “We took a proactive decision that Robertson’s and Hartley’s jam were similar products and so over the past 12 months focus has been on Hartley’s,” David Atkinson, Premier’s spreads category manager said.

Premier acquired the Robertson’s brand last year when it took over RHM.Founded in 1864, Robertson’s marmalade was produced in the back of the shop until a factory was set up to meet increased demand. Jam and mincemeat were later added to the range, and it has had a Royal Warrant since 1933.

In September last year Robertson’s factories in Droylesden and Ledbury closed, with the loss of 430 jobs, when production transferred to Premier’s Histon plant.

Robertson’s jam is the only jam brand to have seen declining sales in the past 12 months, in a growing market worth £94m. “The decline of Robertson’s has been a particularly sad affair,” said Don Williams, CEO of brand ID consultants Pi Global. “This once-great, iconic British brand has, in my view, been systematically dismantled.”