AS one of Britain's most loved bears makes his big screen debut local marmalade makers are hoping his love of the sticky orange treat will spread across the nation.

Following the cinematic release of Paddington, starring Colin Firth and Nicole Kidman, supermarket chain Asda has reported a 17 per cent increase in marmalade sales.

As shoppers stock up on the cuddly Peruvian's favourite sandwich filling, marmalade makers in North Yorkshire are welcoming the extra publicity that the film is creating for their product.

Mercers of Yorkshire, run by York mum and dad of four Paul and Lizzie Mercer, which supplies Asda, has already seen marmalade sales increase.

Big sellers this Christmas include Mercers’ Fine Cut Whisky Marmalade; the classic Fine Cut English Breakfast Marmalade; along with Fine Cut Pear Marmalade and Vintage Seville Orange Marmalade.

Mr Mercer said: "It’s a crazy busy time of year for us, but the new film has certainly helped to spread the popularity of marmalade across both an old and new generation of fans."

The business first started supplying Asda nearly five years ago following a chance visit to a trade show in Harrogate by a member of the supermarket’s technical team.

It now has around 20 products listed in Asda stores, with a range of chutneys and jellies, as well as marmalades, with 57 Asda stores in across the North of England stocking its products.

Mr Mercer added: "As a business we’ve been making fine food in jars since 1983, but until the launch of Mercers we had only been selling our high quality products in the premium independent sector. We have a great relationship with Asda and feel that they support local businesses better than any of the other major retailer. We are looking at introducing some new lines next year and we now have our eyes on becoming a national supplier for Asda, not just regional."

Also hoping for a rise in popularity of marmalade is Melanie Moss, who founded Wolds Cottage Kitchen four years ago.

The business, based at Wetwang near Driffield, as since gone on to win international awards for its marmalade.

Mrs Moss said: "Our marmalade sales always increase over Christmas, and this year we have had a very good Christmas to date.

"It is hard to differentiate whether that has been a result of Paddington, or whether it is a continuation of our year on year increase in sales.

"The film will certainly help ramp up the popularity of marmalade, especially on the artisan side of things as people look for quality, British made products.

"Hopefully that awareness will continue through to the World Marmalade Awards in the new year."