Robertson's
Robertson's is a British preserves brand best known for Golden Shred and Silver Shred marmalades.
Last updated August 31, 2026
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Overview
Robertson's is a Scottish-origin food brand specializing in marmalades, jellies, mincemeat and related fruit preserves. It was established in 1864 by James Robertson in Paisley, Renfrewshire, after his wife, Marion Robertson, transformed a barrel of bitter Seville oranges into a commercially successful sweet marmalade. James refined the recipe in 1874 and marketed it under the Golden Shred name. The product became the brand's central offering and helped establish Robertson's as a major British preserves manufacturer. The business began as a grocery operation and expanded into manufacturing during the late nineteenth century. A purpose-built factory opened in Paisley in 1880, followed by facilities in Droylsden near Manchester, Catford in London and Brislington near Bristol. These factories supported the company's growing distribution network and its increasing range of jams, marmalades and mincemeat. The company was incorporated in 1903 as James Robertson & Sons, Preserve Manufacturers, Limited. Robertson's developed a distinctive identity through its packaging, mascot and promotional activities. The Golliwog, later generally called the Golly in company materials, was adopted as a trade symbol in 1910 after John Robertson encountered a similar doll during a visit to the United States. From the 1920s onward, the company distributed enamel badges and other collectables featuring the character. The programme became one of Britain's best-known consumer promotions, eventually distributing more than 20 million items before production ended in 2001. Because the image is now widely regarded as a racist caricature, Robertson's officially retired the character in 2002. The company received its first Royal Warrant from King George V in 1933 and subsequently held warrants associated with King George VI and Queen Elizabeth. Ownership changed several times during the late twentieth century. Avana Foods acquired the loss-making business in 1981, and Rank Hovis McDougall owned Robertson's from 1987. Rank Hovis McDougall later became part of Premier Foods, which acquired the wider RHM business in 2007. After the 2007 acquisition, Premier Foods closed the Droylsden and Ledbury factories and consolidated UK jam manufacturing at Hartley's plant in Histon. In 2008, Premier announced that Robertson's jam would be withdrawn from the UK market in 2009, allowing Hartley's to serve as the group's principal jam brand while Robertson's concentrated on marmalades and selected preserve products. Premier Foods sold its sweet spreads and jellies business to Hain Celestial in 2012, although Robertson's continued as a recognized brand associated primarily with marmalade. Marketing partnerships have included Roald Dahl characters, introduced as collectables in 2001, and Paddington Bear, whose association with marmalade made him a natural promotional partner. Paddington appeared on Golden Shred packaging in 2010 and again in connection with the 2014 film and its sequel. Robertson's is now principally a heritage British preserves label within Premier Foods' portfolio, with Golden Shred remaining its flagship product.
History
James Robertson was born in Paisley in 1832 and entered the grocery trade after an early working life in local thread mills. He learned to read and write through night classes and opened his own grocery business on Causeyside Street in 1859. In 1864, he purchased a barrel of Seville oranges that were difficult to sell because of their bitterness. His wife, Marion, made a sweet marmalade from the fruit, and James subsequently refined the recipe. The improved product became Golden Shred in 1874. Robertson initially produced marmalade in rented premises at Thrushgrove. In 1880 he acquired land on Stevenson Street in Paisley and built a dedicated three-storey factory. The business expanded beyond marmalade into jam and mincemeat. To serve customers in England, the company opened a factory at Droylsden near Manchester in 1891, followed by a Catford factory in London in 1900 and a Brislington facility near Bristol in 1914. The business was formally incorporated in 1903 as James Robertson & Sons, Preserve Manufacturers, Limited. The brand's most recognizable historic symbol was introduced in 1910. John Robertson encountered a black rag doll during a trip to the United States and proposed a similar figure as a company mascot. The character appeared first on company literature and price lists before becoming a trademark and a major promotional device. Beginning in the 1920s, Robertson's distributed enamel badges featuring the mascot in sporting, royal and fruit-themed designs. The collectables became highly popular, with the programme later expanding to pendants, dolls, ceramics, games and other merchandise. Metal badge production was suspended during the Second World War because of material restrictions, then resumed in 1946. More than 20 million Golly items were distributed before the programme ended in 2001. James Robertson died in 1914, after holding civic and philanthropic roles in Paisley. His son John became chairman and helped consolidate the company's position in the preserves market. John died in 1937 and was succeeded as chairman by his eldest son, David. The company received a Royal Warrant from King George V in 1933 and later held warrants connected with King George VI and Queen Elizabeth. The Brislington operation became particularly significant after expansion in the 1920s. Its factory developed into what was described as Europe's largest jam factory and had its own railway branch. The Catford plant closed in 1970, while the original Paisley factory closed in 1974. In 1981, the loss-making business was acquired by Avana Foods, which subsequently closed the Bristol factory and concentrated production at Droylsden. Rank Hovis McDougall acquired the brand in 1987 alongside Frank Cooper's. The entire RHM business was acquired by Premier Foods in 2007. Premier Foods closed the Ledbury and Droylsden factories after the 2007 acquisition and consolidated UK jam production at Hartley's facility in Histon, Cambridgeshire. In December 2008, the company announced that Robertson's jam would leave the UK market in 2009. This reduced overlap between Robertson's and Hartley's, allowing Robertson's to focus on Golden Shred, Silver Shred and other marmalade or preserve products. The historic Robertson company incorporated in 1903 was dissolved in 2013, while a new company using the James Robertson and Sons name was incorporated in 2015 by a descendant of James Robertson. The brand's promotional identity changed in the twenty-first century. Roald Dahl characters illustrated by Quentin Blake replaced the Golly collectables in 2001, with the scheme continuing until 2006. Paddington Bear appeared on Golden Shred jars in 2010 and returned for promotions linked to the 2014 Paddington film and Paddington 2. Robertson's remains a heritage preserves brand within the Premier Foods portfolio, chiefly associated with traditional marmalade.
- 2012
Sweet spreads and jellies business sold
[1]Premier Foods sold its sweet spreads and jellies business to Hain Celestial.
- 2010
Paddington Bear appears on Golden Shred
[1]Paddington Bear was used on Golden Shred marmalade packaging in a promotional partnership.
- 2007
Premier Foods acquires RHM
[1]Robertson's became part of Premier Foods following its acquisition of the RHM business.
- 2002
Golly officially retired
[1]Robertson's formally discontinued the controversial mascot.
- 2001
Roald Dahl collectables introduced
[1]The Golly collectables were replaced by characters created by Roald Dahl and illustrated by Quentin Blake.
- 1987
Brand enters Rank Hovis McDougall portfolio
[1]Rank Hovis McDougall acquired Robertson's alongside Frank Cooper's.
- 1981
Acquisition by Avana Foods
[1]Avana Foods acquired the loss-making company and later concentrated production at Droylsden.
- 1933
First Royal Warrant
[1]Robertson's received its first Royal Warrant from King George V.
- 1910
Golly mascot adopted
[1]The company began using the Golly character in its literature and later on product packaging and promotional materials.
- 1909
Silver Shred launched
[1]Robertson's introduced Silver Shred, a lemon marmalade.
Products and positioning
A heritage British preserves brand centered on traditional marmalade recipes, recognizable packaging and longstanding cultural associations.
Orange marmalade · 1874
Golden Shred
Robertson's signature marmalade, made from bitter Seville oranges using the recipe refined by James Robertson in the nineteenth century. The line historically included thick-cut, thin-cut and shredless variants, although the range has subsequently been simplified. Golden Shred is the product most strongly associated with the brand.
Lemon marmalade · 1909
Silver Shred
A lemon marmalade introduced in 1909. Silver Shred extends Robertson's traditional marmalade positioning beyond its flagship orange product and has remained one of the brand's principal named offerings.
Fruit preserve
Mincemeat
A traditional Scottish-style mincemeat prepared from ingredients including raisins, candied peel, sugar and beef suet. It is associated with seasonal baking and festive foods rather than breakfast marmalade.
Fruit jelly
Bramble Jelly
A traditional Scottish-style jelly made from brambles and strained to remove seeds. The product represents Robertson's historic range of fruit preserves beyond marmalade.
Controversies
2002
Retirement of the Golly mascot
The Golly character, used by Robertson's since 1910, was widely criticized as a racist caricature. Robertson's retired it officially in 2002, while stating that changing consumer familiarity and commercial considerations were the immediate reasons for the decision.
Marketing campaigns
- 2010Paddington Bear packaging partnership
United Kingdom
Paddington Bear appeared on Golden Shred jars, drawing on the character's well-known association with marmalade.
Outcome. The partnership returned in 2014 for the Paddington film and continued for Paddington 2.
- 2001Roald Dahl collectables
United Kingdom
Robertson's replaced the Golly collectables with seven characters from Roald Dahl's stories, illustrated by Quentin Blake.
Outcome. The programme ran until 2006 and provided a child-oriented alternative to the retired mascot.
- 1970Clare Francis transatlantic race sponsorship
United Kingdom · International
Robertson's sponsored sailor Clare Francis in the Observer Singlehanded Transatlantic Race aboard the yacht Robertson's Golly.
Outcome. Francis finished thirteenth overall and established a new women's single-handed transatlantic record.
- 1928Robertson's enamel mascot collectables
United Kingdom
Robertson's began distributing enamel badges featuring its mascot after Birmingham enameller H. Miller proposed a collectable series. Consumers generally obtained badges by sending product labels to the company.
Outcome. The scheme became a major long-running consumer promotion and expanded into sporting, royal and character designs.
Brand decisions
2012
Sale of sweet spreads and jellies businessM&ABackground
Premier Foods reviewed its portfolio of sweet spreads and jelly products.
Action taken
Premier Foods sold the sweet spreads and jellies business to Hain Celestial for £200 million.
Aftermath
The transaction changed the ownership context for products in the category, while Robertson's continued as a heritage marmalade brand associated with Premier Foods.
Transaction value. £200 million (2012)
2008
Robertson's jam discontinued in the UKStrategyBackground
Premier Foods had both Robertson's and Hartley's operating in the jam category.
Action taken
Premier announced that Robertson's jam would be discontinued in the UK in 2009, retaining the Robertson's label mainly for marmalades.
Aftermath
Hartley's became the group's concentrated jam brand, while Golden Shred and Silver Shred remained associated with Robertson's.
2007
Premier Foods acquires the RHM businessM&ABackground
Rank Hovis McDougall owned Robertson's before the wider RHM transaction.
Action taken
Premier Foods acquired the RHM business, bringing Robertson's into its branded food portfolio.
Aftermath
Premier Foods later consolidated jam production and repositioned Robertson's primarily around marmalade.
1981
Avana Foods acquires Robertson'sM&ABackground
The preserves company was described as loss-making before the acquisition.
Action taken
Avana Foods purchased the business and subsequently closed the Bristol factory, concentrating production at Droylsden.
Aftermath
The acquisition began a period of ownership changes and manufacturing consolidation.
Sources1 sources
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