Following Marmite’s launch into the peanut butter category last year, Unilever has now unveiled a new variant of the brand: Marmite Peanut Butter Smooth.
While the Marmite Peanut Butter Crunchy has been a significant sales driver since its launch, the new addition hopes to drive incremental category sales by appealing to new shoppers who prefer smooth over crunchy peanut butter.
“When it comes to Marmite, people either love it or hate it – similar to the debate over smooth versus crunchy peanut butter,” commented Fikerte Woldegiorgis, foods brand experience director UK&I.
“Not only will this new launch provide smooth peanut butter lovers with a brand-new option, drive incremental sales and category growth, it will also see us continue in our mission to provide better breakfast choices”.
The new variant will roll out nationwide from 3 February, supported by a six figure ATL campaign.
Marmite Peanut Butter Smooth will be available in a 225g jar at the RRP of £2.50, featuring a yellow lid and recognisable brand colours. As with the rest of the Marmite range, the product is rich in B vitamins, suitable for vegetarians and has no added sugar or palm oil.
Brian McLister