Taffy Jack , I'm guessing that once the " hipster " segment of the younger generation stumble upon the fact that marmalade is falling by the wayside through articles as reported in the Telegraph .... they will try it ... and whether they like it or not , they will take it up as a crusade to promote the next new " hip " food item .

The marmalade situation reminds me of salmon .

When I was a young boy being solely raised by my Scottish grandparents we ate a lot salmon ( I'm 60 yrs old ). My grandfather used to say that salmon was a poor man's " steak " as it was very inexpensive at the time .

One day I woke up and discovered that salmon had become popular . Now I can't afford it .

Perhaps marmalade is on that same path . Who knows ?

Cheers , Mike