It's news that will leave Paddington Bear choking on his sandwiches: sales of marmalade are diving and a new, sweeter interloper - orange jam - is threatening to lure away even more fans.
Industry analysts say our love for the breakfast spread - also adored by Winston Churchill - has been waning dramatically in recent years.
In the past three alone, sales have dropped by more than eight per cent - and in one, 2006, nearly 500,000 families stopped buying marmalade altogether.
Do you prefer jam or marmalade? I prefer marmalade.