If you ever get the chance, do try goiabada! It's not the same kind of taste (goiabada is usually very sweet rather than sharp, though some can be both - the "goiabada cascão" as it is called is usually sharper, but still predominantly sweet).

It is also often paired with cheese, both hard as well as the local "queijo minas", especially the "frescal" variety, which is a very young kind of cheese.

That being said, I haven't had UK marmalade to be able to compare, I'm coming from my experience in marmelada and extrapolating from there.