Love it or hate it but Marmite is venturing into cereal bars with what it claims to be the world's first-ever savoury variant.

The Marmite cereal bar, available next week, is rich in B-vitamins, high in fibre and has no artificial colours, flavours or preservatives. Each 25g bar contains 93 calories and comes in multipacks of six (rsp: £1.99). "This is the world's first savoury cereal bar and consumers really will either love it or hate it," said Noam Buchalter, Marmite brand manager, Unilever. "Marmite is an iconic breakfast spread and we have identified an opportunity to extend our success in this growing market."

Unilever is supporting the launch with a £1.5m push kicking off in February, including press and poster activity.

Other snacking products already under the Marmite banner include breadsticks, rice cakes, crisps and cashew nuts.