Classic 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 is aiming to 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 Marmite logo.
In addition to Marmite Crisps, other snacks in the range include Cheese and Marmite Puffs and Marmite Tortillas, launching from April across grocery and convenience channels.
The expansion of Marmite into tortillas is aimed at attracting younger consumers to the brand, while the addition of the cheese and Marmite snacks is designed to target those consumers who are unsure about Marmite.
“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,” commented Jolanda Wells, licensing manager at Unilever. “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, added: “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.”
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