The new plastic format is based on the shape of the brand’s traditional glass jar - which is itself designed to resemble the French cooking pot from which the brand takes its name.
It features the words ‘Squeeze Me’ on the label instead of the more usual ‘Marmite’ name.
It will be unveiled with the support of a £3m marketing spend. The bulk of this will go on TV commercials, scheduled for May, backed up by press, poster and cinema
advertising later in the year. On-pack activity is also promised,
Squeezy bottles are definitely the new black for the UK table sauce market, with Marmite joining a not-so-exclusive club that already includes most of the category’s best-known brands, including Heinz and Branston.
Cheryl Calverley, brand manager, said Marmite Squeezy would add value to the category and would encourage consumers to trade up.