It'll never fly - Marmite

Who could possibly love it? But the brown yeast extract has become as much a part of Britishness as warm beer and delayed trains.

Last Updated: 09 Oct 2013
Who would have thought that a brewer's by-product with a taxic smell and the consistency of axle grease could achieve a household penetration of 26%, shift 24 million units a year and be exported to 30 countries? At first sight, Marmite has very little going for it, but probe deeper and a wealth of health-giving benefits show up. Hosting five B vitamins, the brown stuff has been served to soldiers since WW1, most recently to troops in the Middle East. The Marmite Food Co, formed in Burton on Trent in 1902, took its name from the French word for stewpot, and its inimitable curvy glass jar, which first appeared in the 1920s, has become a stalwart of many an ex-pat's larder. Now owned by Unilever Bestfoods, Marmite first marketed itself in the 1930s as being 'Good For You', but more recent campaigns focused on 'My Mate, Marmite' or the current 'love-it-or-hate-it' campaign. Marmite's centenary was marked with a visit by the Duke of Edinburgh last year. Although supposedly not a fan himself, his wife is thought to be rather partial to the stuff.

Find this article useful?

Get more great articles like this in your inbox every lunchtime

Why collaborations fail

Collaboration needn’t be a dirty word.

How redundancies affect culture

There are ways of preventing 'survivor syndrome' derailing your recovery.

What they don't tell you about inclusive leadership

Briefing: Frances Frei was hired to fix Uber’s ‘bro culture’. Here’s her lesson for where...

Should you downsize the office?

Many businesses are preparing for a 'hybrid' workplace.

How to make your team more accountable

‘Do as I do’ works a lot better than ‘do as I say’.

Black talent isn’t hard to find: It’s just you

If you want to attract the widest range of applicants, you need to think about...