Key information
- New EU rules now allow the use of the term “marmalade” for all varieties of fruit.
- Manufacturers now sell traditional citrus marmalades under the more precise name “citrus marmalade” in order to establish a clear distinction.
- The World Marmalade Awards continue to reward citrus-based preparations exclusively, despite possible confusion among consumers.
Marmalade on supermarket shelves could receive a new name following the British government’s proposed food deal with the EU. Thanks to this agreement, manufacturers will soon be able to label traditional marmalade jars as “citrus marmalade”, as the general definition of the product broadens.
The British lobby protected an exclusive status
Historically, strict EU regulations, transposed into UK law before Brexit, limited the term “marmalade” to jams made exclusively from citrus fruits. Other fruit-based spreads were classified as “jam” or referred to by similar terms in different languages. This rule originated in British lobbying efforts in the 1970s to secure a unique commercial status for marmalade made from bitter Seville oranges, a product deeply anchored in British identity thanks to the bear Paddington.
European inconsistencies in naming
However, this naming convention has consistently caused tension with food regulatory authorities across the European Union. Let us cite for example Austria and Germany, which have authorized since 2004 the marketing of spreads made from fruits other than citrus fruits under the name “marmalade” on farmers’ markets. This inconsistency is causing confusion among consumers in countries like Spain and Italy.
In these regions, citizens commonly use the terms “mermelada” and “marmellata” to designate spreads made from plums or figs. The new European regulation, applicable from June, now allows all member states to label non-citrus products as “marmalade”. Manufacturers now sell traditional preparations under the name “citrus marmalade” in order to comply with international standards and ensure clarity for the consumer.
Implementation timetable uncertain
This change is already due to come into force in Northern Ireland this summer under the 2023 Windsor Framework Agreement. The UK government has revealed that this updated Marmalade Order incorporates seventy-six revised EU food laws. These standards will govern England, Wales and Scotland if the authorities approve the global food deal.
The timetable for implementing this regulatory change in Great Britain remains unclear. For the moment, the authorities do not guarantee authorization for the sale of products such as “strawberry marmalade”. Currently, Northern Ireland legislation prohibits this type of labeling. A previous assessment of the The Department for Environment, Food and Rural Affairs has already expressed fears that such a change will mislead British consumers.
Impact on supermarkets
The impact of these new rules on supermarket shelves remains to be determined. Although authorities allow product descriptions including the name of citrus fruits such as “lemon marmalade”, manufacturers modify their labels to varying degrees. Dalemain Mansion, located in Cumbria, has held the World Marmalade Awards since 2005 and maintains its competition exclusively for citrus preparations.
The organization maintains this policy, regardless of the relaxation of naming rules in the United Kingdom. Beatrice McCosh, the event’s director, explains that the competition preserves a “rock-solid British benchmark marmalade”. She describes the product as a timeless jam that fans have enjoyed for centuries.
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