RHM owned Robertson's jam is sticking with brand values of "fun" and "Britishness" as it retires its trademark gollywog after 73 years. Robertson's brand director Ginny Knox said: "Our research has shown that whilst it still has a great deal of appeal among older users, kids are not really interested in ­ or familiar with ­ the Golly character." Golly logos will be replaced with new badges featuring seven Roald Dahl characters such as Willy Wonka, The Twits and Fantastic Mr Fox in a bid to revitalise the brand. And Robertson's plans to capture market share in the declining jam sector with a new premium Absofruitly' jam and marmalade range. However the Golly collector scheme will be running on Robertson's mincemeat until Christmas, and Golly badges will be available until Easter 2002 for token collectors. Knox said: "We are confident that the likes of Fantastic Mr Fox will capture the hearts and minds of all of our consumers, much as Golly did in his day." {{NEWS }}