Hi there,
Sorry after closer inpection its called
"Selleys Aquadhere"
"Woodworking adhesive.
Polyaliphatic cross-linking PVA.
Fast setting, easy sanding,
Weather Resistant
Water cleanup"
the quip says "if its selleys it works.", bit corny but in this case it is 100% right. this stuff sticks to MDF like S*&t to a blanket.
CH