Unilever UK has partnered with award-winning popcorn brand, Joe & Seph’s to create the UK’s first official Marmite flavoured popcorn, available to retailers and operators since 30th May.
The latest launch from Marmite, the iconic British brand from Unilever UK1, is one of the most requested products from fans and will join the UK’s burgeoning Popcorn market2, worth £114m in RSV to supermarkets alone3. It also coincides with the growing demand for flavoured popcorn, with nearly half of consumers expressing an interest in trying new popcorn flavours.4 The new Marmite product will consist of a unique flavour mix; smooth and sweet caramel generously glazed with the iconic spread to create a sweet and savoury combination.
Marmite Popcorn will be available in a transparent 75g pack, complete with a cobranded Marmite and Joe & Seph’s label, in the famous black and yellow Marmite design. It will also be available to buy in a 21g impulse foil pack at food-to-go and food service outlets.
Chloe Irwin, Senior Licensing Manager at Unilever UK, said: “The Popcorn category is one of the biggest success stories of the last five years, more than doubling in size from 2010 to 2015 and growing 30% last year5.
It’s also a product our fans have been requesting for a long time. We believe we’ve found the right partner in Joe & Seph’s and can’t wait to bring Marmite Popcorn to UK consumers.”
Adam Sopher, Co- Founder of Joe & Seph’s, said: “We’re thrilled to introduce the iconic, British, household name of Marmite to our award winning popcorn range. Joe & Seph’s values both innovation and taste as key for new product development, so Marmite popcorn was a clear preference to add to our range from the moment we launched Joe & Seph’s five years ago.”
The 75g pouches retail at £2.99 (RRP*) and come in cases of 12 and the 21g impulse packs retail at £0.99 (RRP*) and come in cases of 22.
1 Nielsen Data MAT March 2016 – Value sales
2 The UK Popcorn category is growing at a rate of 30% YOY – IRI 52 w/e 5 December 2015
3 The Grocer Snacking Report 2016 (27th January 2016)
4 Mintel report 2016
5 IRI 52 w/e 5 December 2015
*All prices quoted are Recommended Retail Prices.
Retailers are free at all times to set their own retail prices.