Marmite has partnered with Nairn’s to launch a new Marmite & Cheese Oatcakes, marking Marmite’s first expansion into oatcakes.
The new product will become a permanent addition to the range and has launched in the grocery channel this month.
The new oatcake looks to build on the success of Nairn’s Cheese Oatcakes, the brand’s best-selling oatcake, and attract incremental sales to the oatcake category with the addition of its first co-branded product.
Nairn’s and Marmite expect the collaboration to attract younger consumers to a category they may not have previously been aware of, further increasing growth.
Melissa Wimble, licensing manager at Unilever, said: “Marmite is a versatile product that lends itself to different flavour profiles. We are now taking the classic Marmite and cheese combination and extending that to a brand-new category for the brand: oatcakes. Our first collaboration with Nairn’s is set to grow the Marmite consumer base by tapping into new occasions associated with the oatcake category, such as snacking.
Euan Lutton, brand manager at Nairn’s commented: “As brand leaders of the category, we understand that new, innovative flavours are a must to increase household penetration and to attract new and younger shoppers to oatcakes.”
Marmite & Cheese Oatcakes are available now online and in stores at Waitrose and Sainsbury’s.
© FoodBev Media Ltd 2024