The most famous bear to ever set foot out of Peru and renowned for his love of marmelade sandwiches and duffel coats is about to turn his back on his favoured sarnie filler and lean over to the Dark Side.
Today sees a new advertising campaign hit the TV screens in the UK where Paddington is seen using the new, squeezy bottles of Marmite; already a move away from the traditional glass jars and much cause of debate in its own right.
He tucks into a sandwich, loving its unusual, taste and then shares it with a pigeon, who is distinctly unimpressed, reflecting the spread’s catchy “love it or hate it” slogan.
No doubt this will displease some of the traditionalists but I'm for it- we can't have enough Marmite fans in the world.
The Paddington Bear adventure books have sold more than 30 million world-wide, and have been translated into 30 languages.