Marmite has teamed up with Tayto Group to launch a new Marmite-branded portfolio of crisps and snacks. Marmite Crisps and Tortillas are available in sharable PMP formats for the convenience sector from April.
Marmite Crisps (65g) and Tortillas (70g) will both be available as £1.25 sharing PMPs. For the convenience sector, price-marked packs highlight value to consumers, assuring them they are paying a fair price for a product. PMPs are a key growth driver for the snack category where the format has increased to 77 per cent of all sales in the convenience channel.
Sharing PMPs have been the main growth driver in snacks and are now the dominant part of the market accounting for 56 per cent of all sales.
The new range delivers an authentic Marmite taste, which has been reformulated, and can be found in distinctive, stand-out black packs sporting the iconic Marmite logo for ultimate visibility on the snacking shelves.
Over half (53 per cent) of the UK population already like or love Marmite, and with 93 per cent buying or eating crisps and snacks, the new Marmite range will support retailers’ snack sales by bringing new consumers to the category. The launch of Tortillas is a first for Marmite and helps target a younger demographic.
There remains 9.2 per cent of the population that have never tried Marmite before, and this innovation is set to tap into a wider audience by offering a new way to sample the brand in a simple, accessible snacking format.
“We are delighted to be working again with such an iconic British brand and are we are especially excited to be bringing Marmite tortillas to the convenience channel ahead of this product being available in other channels,” said Matt Smith, Marketing Director at Tayto Group. “As PMP’s, both crisps and tortillas offer consumers the unique taste of Marmite with the assurance of great value.”
The new Marmite Snacks range is available in convenience and wholesale from April:
• Marmite Crisps: 65g sharing – £1.25 PMP
• Marmite Tortillas: 70g sharing – £1.25 PMP
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