Changes to Marmalade Labelling Under UK-EU Food Deal
Marmalade has traditionally been a staple British preserve, with recipes often passed down through generations. However, jars of this popular breakfast spread may soon appear differently on store shelves due to the UK government's proposed food agreement with the EU.
Under the planned deal, marmalade will need to be labeled as "citrus marmalade" if the agreement proceeds. This change accompanies the UK's re-adoption of updated EU food regulations aimed at facilitating trade and reducing bureaucratic obstacles for British exporters.
The renaming requirement arises because Brussels is relaxing its labelling regulations, broadening the legal definition of marmalade across Europe for the first time.
Previously, longstanding European regulations, incorporated into UK law before Brexit, stipulated that only preserves made from citrus fruits could be marketed as "marmalade". Other fruit spreads were designated as "jam" or equivalent terms in various European languages.
This special commercial status for marmalade, particularly made from bitter Seville oranges, originated from British lobbying efforts in the 1970s. The product has become strongly associated with Britain internationally, partly due to cultural icons like Paddington Bear.
However, this naming convention has created linguistic challenges and regulatory tensions across Europe. In 2004, the EU relaxed the rule for producers selling fruit spreads at farmers' markets in Austria and Germany.
The issue has continued to perplex consumers in countries such as Spain and Italy, where "mermelada" and "marmellata" are commonly used for spreads made from fruits like plums and figs.
A German Member of the European Parliament (MEP) advocating for change after Brexit told the BBC in 2017 that the existing naming rules were "contrary to German linguistic tradition."
Following the UK's departure from the EU, Brussels updated its regulations to allow all EU member states to market non-citrus fruit spreads as "marmalade" starting in June. However, citrus-based preserves must be identified separately as "citrus marmalade" in accordance with international standards.
The new labelling requirement was scheduled to take effect in Northern Ireland this summer under the 2023 Windsor Framework, which aligns the province with EU food laws automatically.
Recently, the UK government disclosed that the updated marmalade regulation is among 76 revised EU food-related laws proposed to apply in England, Wales, and Scotland if the broader food deal is ratified.
The timeline for implementing this rule change in Great Britain remains uncertain. It is unclear whether the updated regulations will be enforced before or after mid-2027, the target date for the wider agreement to come into effect under a Labour government.
It also remains uncertain whether British regulators will permit products labeled with names such as "strawberry marmalade" in supermarkets. Such labeling is currently not planned for Northern Ireland under the legislation enacting these changes.
A prior assessment by the Department for Environment, Food & Rural Affairs (Defra), which oversees labelling rules in England, indicated that such a change "could be confusing for UK consumers."
Defra declined to confirm whether it intends to relax labelling rules accordingly but stated it is consulting with affected businesses and would consider alignment "where it makes sense to do so."
Consumer Impact and Industry Response
The degree to which consumers will notice changes on shop shelves is not yet clear. The new regulations permit product descriptions that include the name of a citrus fruit, such as "lemon marmalade," as an alternative.
One manufacturer informed the BBC that it has already renamed a product to comply with the new rules, while another indicated that all their labels will require modification.
Nevertheless, it remains to be seen whether these legal adjustments will alter the traditional British perception of marmalade.
Dalemain Mansion in Cumbria, the venue for the World Marmalade Awards since 2005, announced plans to restrict its competition to citrus-based spreads regardless of any relaxation in UK naming rules.
Beatrice McCosh, director of the awards, stated the competition aims to uphold the standard of "rock solid British standard marmalade, the type which has been eaten for centuries from Elizabeth I to James Bond."
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