By Tim Luckhurst
Research for The Grocer magazine should depress all who consider the tang of preserved citrus fruit a vital fortification for the daily grind. Contempt for marmalade among Britons aged under 45 is propelling this most rewarding breakfast foodstuff towards extinction.
Last year 441,000 British households stopped buying marmalade. Among those still appreciative of its robust and bracing flavour, 81 per cent are aged 45 or over. The continental habit of smothering bread in jam has become dominant among people not yet enjoying middle age.
Of course, a taste for highly sweetened strawberries, raspberries or blackcurrants does not necessarily denote a treasonable frame of mind. The risk is that casual choices by people with immature, fast-food-sated palates will deprive them of a treat that they should grow to adore.