Unilever has teamed up with Joe & Seph’s to create the UK’s first official Marmite-flavoured popcorn.
Rolling out on 30 May, the NPD - sweet caramel popcorn glazed with the yeast spread - will be available in 75g pouches (rsp: £2.99) co-branded as Marmite and Joe & Seph’s in the black and yellow Marmite design. Foil impulse packs will also be on offer (rsp: 99p/21g).
Initial stockists include Selfridges, Ocado, Lakeland, Harvey Nichols and a number of independent retailers.
The launch comes as the popcorn category sees a 25% rise in value sales to £116.6m [IRI 52 w/e 27 February 2016].
Citing popcorn as “one of the biggest success stories of the past five years”, Chloe Irwin, senior licensing manager at Unilever UK, said Marmite fans had been calling for a popcorn for “a long time”.
“We believe we’ve found the right partner in Joe & Seph’s,” she added.
Adam Sopher, co-founder of Joe & Seph’s, said: “We’re thrilled to introduce the iconic British household name of Marmite to our award-winning popcorn range. Joe & Seph’s values both innovation and taste as key for new product development, so Marmite popcorn was a clear preference to add to our range.”