It may be James Bond and Paddington Bear's preserve of choice, but marmalade is on the way out according to new research.
Young people are turning their noses up at it, with just 1 percent of those who bought it in the past year aged under 28. While 6 out of ten buyers were over 65!
Just ten percent of the orange spread is sold to households with children.
Experts put its fading ap-peel (see what we did there?) down to an old-fashioned image and millennials' distaste for bits in spreads.