Just when Marmite fans thought life couldn’t get any better, Unilever goes and spreads the love even further and launches Marmite Peanut Butter to the nation. With nothing else quite like it on the market, this is a mash-up of the nation’s two favourite spreads and UK fans are set to go wild. Love it, or hate it, everyone will be talking about it!
With sales of peanut butter soaring, especially over the past year[1], there is no better time to introduce this ground-breaking mash-up. Retailers are being urged to stock up now in order to get a slice of the action, as the new product will bring incremental sales to the category, with 60% of consumers surveyed stating that they would buy Marmite Peanut Butter in addition to original Marmite[2].
A tactical consumer PR and social media campaign supporting the launch will make sure Marmite Peanut Butter is on everyone’s lips.
Camilla Williamson, Brand Manager, Marmite & Bovril, Unilever UKI, says: “Marmite fans love talking about the brand and sharing their favourite recipe creations on social media. So when we saw a huge number of them were mixing Marmite with peanut butter, it got us thinking about how we could make life a whole lot easier for them and give them something to go nutty about!”
“With the total spreads category in growth[3], it’s the perfect time to unleash this mind-blowing new combo to Marmite fans and really give them something to talk about. Whether they love it or hate it, we know the British public will be desperate to try it – new Marmite Peanut Butter will be the must-have item in everyone’s kitchen cupboard.”
To create optimum stand out on-shelf, the new combo echoes Marmite branding with a yellow lid and recognisable brand colours, whilst the jar style mirrors that of other peanut butter products. As with the rest of the Marmite range, the product is rich in B vitamins, suitable for vegetarians and has no added sugar or palm oil.
Marmite Peanut Butter will be available in a 225g jar at the RRP of £2.50*
[1] Kantar Worldpanel, January 2018
[2] Join the Dots research, ‘At home with Unilever’, Marmite peanut butter, 23.02.19
[3] Kantar data: Total breakfast spreads, value and unit sales, MAT 52/w.e 20.05.18
* Pricing at sole discretion of retailers
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