[found on Ananova]
Paddington Bear is courting controversy by swapping his famous marmalade sandwiches for Marmite.
Fans are bound to accuse the bear of selling out when TV viewers see him appear in an advert for Marmite.
Paddington enjoys a Marmite sandwich, then shares it with a distinctly unimpressed pigeon, reflecting the spread's 'love it or hate it' slogan.
The bear has been eating marmalade sandwiches since he was found on a station platform by Mr and Mrs Brown at the start of Michael Bond's first Paddington book 49 years ago.
Cheryl Calverley, Marmite brand manager, said: "We are really excited to be working with Paddington Bear.
"Both the Marmite brand and Paddington bear are British institutions and bring back warm nostalgic childhood memories."
Karen Jankel, managing director of Paddington and Co, said: "I think fans might be perturbed if they thought he was giving up marmalade, but they should know he's not. He just wanted to try something different."