Marmite has launched a new travel-sized, 70g jar designed to help consumers take the divisive spread on holiday with them.
With a recommended retail price of £1, the new hand luggage-friendly format has been introduced in response to reports that the brand’s regular-sized jars are the second most confiscated item at London City Airport.
The Unilever brand is hoping that the kosher-friendly offering, which contains 17.5 portions in every jar, will help to drive impulse purchases through its convenient format and bring new consumers into the category who are attracted by the product’s lower entry price point. It is currently stocked by Poundworld and 99p stores but Marmite hinted that additional retailers could be added before the end of the year.
To drive trial and frequency of purchase, the launch of the new format will be promoted through Marmite’s social media channels, supported by an investment in the Marmite masterbrand throughout this year.
Earlier, we reported that the brand had launched a summer of love-inspired advertising campaign that played on the brand’s Love It or Hate It slogan.
Marmite assistant brand manager Philippa Atkinson said: “As the market leader in the yeast extracts sub-category we’re constantly looking at ways to diversify our portfolio and the launch of our new, kosher approved and convenience sized 70g jar is a perfect example of this.
“The new addition will provide consumers with a product that is transportable wherever they go, increasing usage occasions. We anticipate that the launch will attract new shoppers to the Marmite brand and grow sales for the breakfast spreads category.”
© FoodBev Media Ltd 2024