Marmite is taking its love it or hate ethos into cereal bars with what it claims is the category’s first savoury launch.
Brand owner Unilever believes the iconic brand can make a big impression in the £300m market and will be backing the newcomer with a £1.5m support package in 2010, including a heavyweight press and poster campaign from February.
Rolling out now, the bars are available in 6x25g multiple packs with an RRP of £1.99.
Brand manager Noam Buchalter said: “Consumers will either love it or hate it. Marmite is an iconic breakfast spread and we have identified an opportunity to extend our success within this growing market.
“The launch is set to add incremental value to the cereal bar category by increasing frequency of purchase among Marmite lovers who already enjoy cereal bars, in addition to attracting new users to the category.”
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