After 91 years, golly is told to leave the breakfast table

The nation's liberal marmalade munchers may finally eat their toast with a clear conscience. After 91 years, the Robertson's golly has been given his marching orders.

The firm, makers of Golden Shred and other quintessentially British conserves, said yesterday that the inch-high mascot based on a 19th-century slave doll is to be replaced.

Instead, a series of drawings of characters such as Willy Wonka and The Twits from the more politically correct pages of Roald Dahl will be used to woo consumers.

This follows a 20-year campaign by protesters who say that the golly, with his minstrel-style bow-tie and stripy suit, is a demeaning stereotype. Pointing out its affiliation with the word "wog" (the final syllable was quietly dropped several years ago), they argue that the character perpetuated racist attitudes.

Robertson's, which first put golly on its jars in 1910, insists it is still popular. Ginny Fox, a brand director, said: "We sell 45 million jars of jam and marmalade a year and only get 10 letters of complaint."

But the firm said its new characters had greater meaning to modern consumers.

The change will come into effect from 1 September – although diehards might still find the odd golly lurking on mincemeat jars until Christmas.