Marmite has joined forces with oatcake brand, Nairn’s to launch a new range of Marmite and Cheese Oatcakes.
The deal marks Marmite’s first expansion into oatcakes, with the new product becoming a permanent addition to the range. It will launch into the grocery channel this month (November) and will be supported with a PR, media and influencer campaign from Nairn’s.
“Marmite is a versatile product that lends itself to different flavour profiles,” commented Melissa Wimble, licensing manager at Unilever. “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. This evolution of Nairn’s leading Cheese Oatcake sku also is well positioned to introduce Marmite to the oatcake consumer and grow brand penetration.”
Euan Lutton, brand manager at Nairn’s, continued: “Our customers have long been telling us about their go-to flavour combinations and toppings for their oatcakes, and Marmite and cheese are firm favourites. We are delighted to bring customers exactly what they want, and to see two classic brands that complement each other so perfectly, joining forces.
“Although Marmite is known for polarising the nation, we think that together we made a groundbreakingly delicious product, so even those who might not normally opt for Marmite could be in for a pleasant surprise. Love it or hate it, you’ve got to try it!”
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