Warburtons will become Warbeartons as it announces a partnership with Paddington Bear this November.

The brand has made a strategic move to help launch the new Paddington film this autumn. As part of the plan, Warburtons will rebrand six million of its half&half products to become ‘Warbeartons’.

The brand claims there is a natural collaboration between the film and Warburtons, which are both well-known British names. It hopes the branding on the half&half range will drive “excitement and interest” in the “mum-friendly” range.

This is the first time the brand has changed its name in its 138-year history, and it is all down to the marmalade-loving bear. 

Megan Harrison, brand and portfolio director, Warburtons, said: “Paddington and Warburtons are much-loved British institutions; Paddington is also famous for his marmalade sandwiches, making Warburtons and Paddington the perfect match. Here at Warburtons, many of us have grown up with Paddington and we were delighted to team up with him.”

Nicholas Durbridge, chairman of The Copyrights Group, said: “We are delighted to be partnering with Warburtons. With both Warburtons and Paddington being such well-known family brands, we feel this is the perfect match and we are very much looking forward to all of the activities Warburtons has planned this year for Paddington. With the first-ever Paddington movie launching on 28 November, there are going to be lots more exciting adventures to come.”