Marks & Spencer and Marmite have teamed up for the first time, with the Unilever brand creating a three-strong range exclusively for the upmarket retailer.
The co-branded NPD comprises Marmite Cream Cheese (rsp: £2.50/140g) and Marmite Butter (rsp: £3/100g), which will land in chillers from 4 March across 450 M&S stores. Both packs carry the same black-and-yellow design as the famous Marmite jar.
They are set to be joined later in the spring by Marmite & Cheese Twist for in-store bakery (rsp: £1).
“Marmite lovers are always on the hunt for new ways to enjoy their favourite spread, and we think these three products from foodie favourite M&S will be the answer to their prayers,” said Chloe Irwin, head of licensing for Unilever brands. The new products would “appeal to Marmite enthusiasts, those looking to try it for the first time, as well as creative cooks who are looking to experiment with new recipes”.
Marks & Spencer had “a far-reaching transformation plan to protect the magic of M&S food, whilst modernising the rest of our offer” according to the retailer’s product development director April Preston. The tie-up with Marmite was “a great example of first-to-market product development, which brings together two iconic brands to create a range for the nation’s Marmite lovers”.
It comes after Marmite added a smooth variant of its peanut butter In January, to capitalise on the success of the crunchy version – which helped the brand grow value sales in grocery last year by 4.2% to £31.5m [Nielsen 522 w/e 7 September 2019].