The jam and marmalade jar
character Golly is to be ditched by its producers
Robertson's after 91 years.
The controversial character
is being replaced by drawings from Roald Dahl
stories.
Golly hit the headlines in
the 1980s when it was condemned as a racist symbol.
Robertson's, which is based
in Droylsden in Greater Manchester, said the latest
decision had been based on research which found
children were unfamiliar with the character.

Roald Dahl
characters will adorn the jars
|
Brand director Ginny Knox,
said: "We're incredibly excited about the new scheme
and feel that it is a fantastic fit with Robertson's
well-established values of family fun and
Britishness.
"With annual UK sales of
over one million books, Roald Dahl evokes strong
feelings of warmth and affection with today's
parents and their children."
Seven characters,
illustrated by Quentin Blake, will feature including
James & the Giant Peach and Willy Wonka, from
Charlie and the Chocolate Factory.
'Not offensive'
The changeover will start
appearing on jars of Robertson's jams and Golden
Shred marmalade from 1 September.
But the Golly will continue
to feature on the company's mincemeat until
Christmas.
Ms Knox denied it was
because it was an offensive image.

Golly is going
into retirement
|
"We sell 45 million jars of jam and marmalade each
year and they have pretty much all got Golly on
them.
"We also sell 250,000 Golly
badges to collectors and only get 10 letters a year
from people who don't like the Golly.
"Whereas we are concerned
about those people and it's not our intention to be
offensive with the Golly, we have to look at what
our research says and what the sales say.
"The feedback has
consistently been that for the vast majority of
people, the Golly is a positive thing that they
like," she added.
Originally called the
Golliwog, the Golly first appeared on jars in 1910.
The character became one of
the UK's longest running consumer loyalty schemes.