UK: Marmite unveils posh truffle flavour spread

Love it or hate it, Marmite is one brand that attracts attention whatever it does – and its latest move in the UK is the unveiling of a posh truffle flavour.

Billed as the Unilever brand’s “most decadent and deluxe spread yet”, it hit Sainsbury’s stores from 1 May (rsp: £4.50/250g).

Unilever said the NPD offered a “luxurious umami flavour and decadent aroma, along with the iconic Marmite taste”.

It’s the latest in a series of high-profile brand extensions from the spread stalwart over recent years, such as last year’s chilli-infused Marmite Dynamite, and its much-hyped foray into peanut butter. It also partnered with Camden Town Brewery to launch a limited-edition Marmite Ale.

The brand is touting its potential for use as an ingredient in a variety of dishes “from Insta-worthy sourdough truffle toast to creamy Marmite Truffle flavour fettuccine, or a rich fillet steak served with Marmite Truffle-infused gravy and pomme purée”.

Marmite senior brand manager Sophie Allan said the NPD would offer a “top-notch trade-up opportunity” from its core Original flavour.

The launch of Marmite Truffle will be backed by a billboard campaign across London with billboards outside “posh” spots such as Harrods, as well as a “horse-drawn carriage touring London’s finest spots”, said Marmite.

Source: The Grocer