Paddington bear returns to beloved marmalade

London, March 8 (ANI): Children's favourite Paddington Bear will be returning to his much beloved marmalade after having 'experimented' with Marmite for an advertising campaign.

The fictional character, which first appeared on 13 October 1958, from Darkest Peru, with his old bush hat, battered suitcase and marmalade sandwiches has become a classic English children's literature icon.

The polite immigrant bear was made to swap marmalade for the yeast extract in 2007 but not without stirring a storm.

Creator Michael Bond revealed he was unaware of the change until "the point of no return".

But according to Brand Republic, the contract between Unilever, owners of Marmite, and Paddington Bear license holder Chorion, was not to be renewed.

"It was always intended that Paddington Bear was just trying Marmite in his sandwiches, for a change," the Telegraph quoted Noam Buchalter, Marmite marketing manager, as telling the online marketing magazine.

"Whilst he really enjoyed it, he will be going back to his traditional favourite, marmalade, in the future, and Marmite is moving on to new things!

"As with any campaign, the Paddington Bear campaign had a carefully and strategically planned beginning, middle and end, and Marmite will be looking to move forwards with new creative over the coming year" he added. (ANI)