Sevilla orange marmalade, a favourite of Paddington Bear and his friends, is forced to change names after Brussels claims the title.

Paddington Bear’s favourite treat is a sweetened orange juice made with bitter Sevillas.

The jars of marmalade on UK supermarket shelves will look different soon after the implementation of the new post-Brexit deal.

Under the agreement, the fruity spread will have to be sold as ‘citrus marmalade’, with the British government moving to align more closely with European Union rules in a bid to boost trade and cut red tape.

Brussels is pushing ahead with plans for a broader legal definition of marmalade across the EU.

Previously, only preserves made from citrus fruits could be sold as ‘marmalade’, with other kinds of fruit spread labelled as ‘jam’.

It was the result, in the 1970s, of British lobbying for marmalade from Sevilla Oranges to be granted a special status commercially.

But the distinction has long caused widespread confusion across Europe, including in Spain where the term ‘mermelada’ is used to describe spreads made from a range of different fruits, including figs and plums.

READ MORE : Can I eat the oranges grown in Spain’s streets and towns?

From June, Brussels will allow member states to market non-citrus spreads as ‘marmalade’, with the updated decree among 76 EU food-related laws that the UK will absorb once a food deal is officially agreed.

To conform with international norms, citrus-based conserves, such as those made with Sevilla oranges, will need to be sold under the separate legal name of ‘citrus marmalade’.

The timetable for the implementation of this rule change has yet to be confirmed.

A spokesperson for the UK government said: “British marmalade is not changing – it will still be the same product available in our shops as it is now.

“British manufacturing aligns with international standards so that our world-class products can be sold on a bigger international market.

“Our deal will support businesses by removing expensive red tape that prevents our exporters from reaching our biggest trading partner.

“Crucially our agreement ensures that the UK has the ability to shape rules that impact our industry in the interest of the nation.”

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