Marmite Crisps Aren’t Going Anywhere!
The iconic British brand, Marmite, has teamed up with Tayto Group to launch a new Marmite-branded portfolio of crisps and snacks. The new Marmite-branded crisps are initially launching in a six-pack format, across grocery retailers from February.
Over half (53%) of the UK population already like or love Marmite, and with 93% buying or eating crisps and snacks, the new Marmite range of crisps and snacks will deliver category growth by bringing new consumers to the category.
The range delivers an authentic Marmite taste, which has been reformulated, and can be found in distinctive, stand-out black packs sporting the iconic Marmite logo for ultimate visibility in the snacking aisles.
There remains 9.2% of the population that have never tried Marmite before so with an extended range of crisps and snacks in the pipeline, this venture is set to tap into a wider audience by offering a new way to sample the brand in a simple, accessible snacking format.
In addition to Marmite Crisps, other snacks in the range include Cheese and Marmite Puffs and Marmite Tortillas will launch from April across grocery and convenience channels.
Expanding Marmite into Tortillas is an exciting move aimed at attracting younger consumers to the brand. The addition of the Cheese and Marmite snacks – highlighted by a Marmite-yellow stripe on pack – are designed to target those consumers who are unsure about Marmite, with purchase intent of Marmite snacks paired with cheese 25% higher than for Marmite alone.
Jolanda Wells, Licensing Manager, at Unilever said: “The nation of Marmite lovers can rejoice as Marmite crisps will continue to be on shelves nationwide, featuring a new and improved flavour profile and a striking, fully Marmite-branded pack. Our great new partnership with Tayto allows us to deliver an exciting pipeline of tasty Marmite innovation we know consumers will love.
“Marmite crisps are a firm favourite with Marmite lovers, but they are also great for the ‘first-timers’ who are a bit unsure whether they want to buy a jar of the black stuff or not. We expect new products and new flavours, like cheese, to drive trial with new shoppers and therefore also drive category growth.”
Matt Smith Marketing Director at Tayto Group said: “We are delighted to be working with such an iconic British brand and are excited to be bringing this wide range of great-tasting snacks to shelves across the country.”
New Marmite Crisps (6pk) are available from 12 February in the grocery channel, with the full portfolio rolling out across grocery and convenience from April.