The iconic British brand, Marmite, has teamed up with Tayto Group to launch a new Marmite-branded portfolio of crisps and snacks. Marmite Crisps and Tortillas are available in sharable PMP formats for the convenience sector from April.
Marmite Crisps (65g) and Tortillas (70g) will both be available as £1.25 sharing PMPs. For the convenience sector, price-marked packs highlight value to consumers, assuring them they are paying a fair price for a product. PMPs are a key growth driver for the snack category where the format has increased to 77% of all sales[1] in the convenience channel.
Sharing PMPs have been the main growth driver in snacks and are now the dominant part of the market accounting for 56% of all sales[2].
The new range delivers an authentic Marmite taste, which has been reformulated, and can be found in distinctive, stand-out black packs sporting the iconic Marmite logo for ultimate visibility on the snacking shelves.
Over half (53%) of the UK population already like or love Marmite[3], and with 93% buying or eating crisps and snacks[4], the new Marmite range will support retailers’ snack sales by bringing new consumers to the category. The launch of Tortillas is a first for Marmite and helps target a younger demographic.
There remains 9.2% of the population that have never tried Marmite before[5], and this innovation is set to tap into a wider audience by offering a new way to sample the brand in a simple, accessible snacking format.
Jolanda Wells, licensing manager, at Unilever, said: “The nation of Marmite lovers can rejoice as Marmite crisps and tortillas are available within the convenience channel. Shareable price marked packs of Marmite crisps and tortillas offer a great opportunity for consumers to try something new with the assurance of paying a fair price. For the convenience channel we know this format is one that drives growth and also taps into multiple snacking occasions like on-the-go and big night in.
“Not only will Marmite crisps be a firm favourite with Marmite fans, with a new and improved flavour profile, 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 both the crisps and tortillas to drive trial with new shoppers in the impulse channel and give retailers a distinctive new offering on their snacking shelves.”
Matt Smith, marketing director at Tayto Group, said: “We are delighted to be working again with such an iconic British brand and are we are especially excited to be bringing Marmite tortillas to the convenience channel ahead of this product being available in other channels. As PMP’s, both crisps and tortillas offer consumers the unique taste of Marmite with the assurance of great value.”
The new Marmite Snacks range is available in convenience and wholesale from April:
- Marmite Crisps: 65g sharing – £1.25 PMP
- Marmite Tortillas: 70g sharing – £1.25 PMP
