Post Icon

Marmite FAQ: Your Questions Answered

Posted by Seamus

What is Marmite?

Marmite is Britain’s most divisive spread - a dark brown, sticky paste made from concentrated yeast extract, a by-product of brewing beer. First produced in 1902, Marmite has become a British cultural icon, packaged in its distinctive squat glass jar with a yellow lid. The spread has an intensely savoury, salty flavour with umami notes that famously divides opinion, spawning the iconic slogan “Love it or hate it.”

Health Benefits

Marmite is remarkably nutritious, packed with B-vitamins including B1 (thiamine), B2 (riboflavin), B3 (niacin), and folic acid. It’s naturally low in calories (just 11 calories per serving) and virtually fat-free. The high B-vitamin content supports energy production, nervous system function, and mental wellbeing. Some studies even suggest regular Marmite consumption may reduce anxiety.

Storage and Shelf Life

Thanks to its high salt content (around 8.5% salt), Marmite has an impressively long shelf life. Once opened, it should be stored in a cool, dry place - not the fridge - where it will keep for months. The spread doesn’t truly go off, though it may develop a slightly stronger flavour over time.

What Do I Do With It?

The Classic: Marmite on Toast

The traditional way to eat Marmite is thinly spread on hot buttered toast. The heat melts the butter, creating a golden layer over which you apply a thin scraping of Marmite - the key word being “thin.” First-timers often make the mistake of spreading it like jam or peanut butter, which results in an overwhelming, overly salty experience.

Cooking with Marmite

Beyond toast, Marmite is a secret weapon in British kitchens:

  • Stews and casseroles: A teaspoon adds incredible depth and umami
  • Gravy and sauces: Enhances savoury flavours and adds richness
  • Cheese dishes: Pairs brilliantly with cheddar in cheese on toast or macaroni cheese
  • Mashed potatoes: A small amount creates extraordinarily flavourful mash
  • Roast potatoes: Brush on before roasting for extra crispy, savoury spuds
  • Bolognese and chilli: Adds complexity and depth
  • Spaghetti: Try it with just butter and Marmite for a simple, satisfying meal

Alternative Uses

Marmite can be dissolved in hot water to make a savoury drink (particularly popular in winter), used as a sandwich filling with cheese or cucumber, or even added to scrambled eggs.

What Are Its Ingredients?

UK Marmite ingredients (2025): Yeast extract, salt, vegetable extract, niacin (vitamin B3), thiamin (vitamin B1), spice extracts (contains celery), riboflavin (vitamin B2), folic acid (vitamin B9), vitamin B12

The recipe has remained remarkably consistent over the decades, with only minor adjustments. The New Zealand version, produced by Sanitarium, uses a slightly different formulation that locals claim tastes subtly different from the British original.

Who Makes It?

Marmite is owned by Unilever, one of the world’s largest consumer goods companies. The British original has been in Unilever’s portfolio since the company acquired Marmite in the mid-20th century.

Different Versions Worldwide

Confusingly, several different products worldwide carry the Marmite name:

  • UK Marmite: The original, made in Burton-on-Trent by Unilever
  • New Zealand Marmite: Made by Sanitarium, a different recipe from the British version
  • Marmite Guinness: A South African variant made with Guinness yeast

These products are not interchangeable and taste distinctly different, leading to fierce loyalty among devotees of each version.

How Is It Made?

Marmite is produced at the iconic factory in Burton-on-Trent, Staffordshire, England’s historic brewing capital. The town’s brewing heritage makes it the perfect location, as Marmite is made from brewer’s yeast.

The Production Process

  1. Yeast extraction: Spent brewer’s yeast from beer production is collected
  2. Autolysis: The yeast cells are broken down, releasing their contents
  3. Concentration: The yeast extract is concentrated through heating
  4. Blending: Vegetable extracts, spices, and vitamins are added
  5. Maturation: The mixture is matured to develop its distinctive flavour
  6. Packaging: The spread is jarred in those iconic squat glass pots

Standard Marmite is ready relatively quickly, but premium variants like Marmite XO are matured for 28 days - four times longer than regular Marmite - creating a more intense, complex flavour.

Is It Vegetarian?

Yes. Marmite is suitable for vegetarians and has been approved by the Vegetarian Society. Although it’s made from yeast (which is technically a living organism), yeast is not classified as an animal product. The vegetable extracts and spices used are all plant-based.

Marmite is also vegan-friendly, containing no animal products whatsoever. This makes it popular among plant-based eaters seeking umami flavour and B-vitamins, particularly B12, which can be challenging to obtain in vegan diets.

Is It Natural?

Yes, Marmite is a natural product. The B-vitamins it contains are naturally present in brewer’s yeast, though some additional vitamins (particularly B12 and folic acid) are fortified during production. The spread contains no artificial colours, flavours, or preservatives - its long shelf life is entirely due to its high salt content.

Is It Kosher?

The kosher status of Marmite is complex. While the ingredients themselves are vegetarian and contain nothing explicitly non-kosher, the manufacturing process involves equipment that may also process non-kosher products. Additionally, different batches might be produced on different lines.

Some Jewish communities accept Marmite as kosher (particularly if it’s not being consumed with meat), while others prefer products with specific kosher certification. If keeping strictly kosher, check with your rabbi or look for batches with kosher certification markings.

Where Can I Buy It Outside Britain?

United States

Marmite is widely available in the US through: - Amazon: The most reliable source, offering various sizes including 250g and 500g jars - World Market: Often stocks British foods including Marmite - British import shops: Specialty stores in major cities - Major supermarkets: Increasingly stocked in international aisles

Expect to pay premium prices - typically $8-15 for a 250g jar compared to £3-4 in the UK.

International Versions

Many countries have their own yeast extract spreads: - Australia: Vegemite (and the related Promite) - Switzerland: Cenovis - Germany: Vitam-R - South Africa: Marmite (Guinness-based version) - New Zealand: Marmite (Sanitarium version)

Online Shopping

UK-based online retailers like Ocado, Tesco, and Sainsbury’s ship internationally, though shipping costs can be substantial. British expatriate communities often organize bulk orders to share shipping costs.

Where Does the Name Come From?

The name “Marmite” comes from the French word for a lidded earthenware or metal cooking pot (technically a stockpot). The Marmite jar’s distinctive shape was designed to resemble this French cooking pot, reflected in the stylised marmite depicted on every label.

This naming was quite sophisticated for 1902, lending the product continental sophistication while also being descriptive - the jar literally looks like a tiny marmite pot.

What About Marmite’s Advertising Campaigns?

Marmite’s advertising history is legendary, evolving from straightforward product promotion to some of Britain’s most talked-about marketing campaigns.

Early Days: “My Mate Marmite” (Pre-1996)

Early campaigns focused on health benefits and versatility, positioning Marmite as a nutritious everyday staple.

The Game-Changer: “Love It or Hate It” (1996-Present)

In 1996, Marmite embraced its divisive nature with the “Love it or hate it” campaign, one of the most successful repositionings in British advertising history. Rather than trying to convince everyone to love Marmite, the campaign celebrated the divide, making the brand’s polarising nature its greatest strength.

“End Marmite Neglect” (2013, 2015)

This controversial campaign parodied animal rescue programmes, showing rescue teams liberating neglected Marmite jars from the backs of cupboards and rehoming them with loving Marmite fans. Despite receiving over 500 complaints for “trivialising” animal cruelty, the campaign drove a 14-15% sales increase and wasn’t investigated by the ASA.

The campaign’s success led to a revival in 2015, complete with a “Marmageddon helpline” for neglected jars.

“The Gene Project” (2016-2017)

In an audacious campaign, Marmite partnered with DNAFit to conduct actual genetic research into whether love or hatred of Marmite is encoded in our DNA. The study recruited 260+ participants who tasted Marmite and provided DNA samples.

Researchers identified 15 candidate genetic markers (SNPs) associated with Marmite preference. Consumers could order gene testing kits to discover if they were genetically predisposed to love or hate Marmite. The campaign generated massive media attention and drove a 33% sales uplift, including a 60% increase in Tesco.

Brexit and “Marmitegate” (October 2016)

Marmite inadvertently became the symbol of Brexit’s economic impact when Tesco and Unilever clashed over Brexit-induced price increases. After the pound’s 17% post-referendum fall, Unilever demanded a 10% price increase. Tesco refused, pulling Marmite and other Unilever products from its online store.

“Marmitegate” dominated British headlines and trended worldwide on Twitter. The dispute was resolved within days, but Marmite had become an unexpected political symbol, demonstrating Brexit’s tangible impact on everyday life.

Recent Campaigns (2020-2025)

“Marmite Dynamite” (February 2021): Launched the chilli-flavoured variant with “exploding” billboards showing a Marmite jar lid blown through a car windscreen. The campaign generated 194 million impressions and sold five times more than previous limited editions.

“Marmite Ultrasound/Baby” (April 2023): Played on research suggesting babies in the womb experience their mother’s tastes, showing expecting mothers introducing babies to Marmite before birth.

“First Timers” (October 2023): Targeted 18-24 year-olds, 43% of whom had never tried Marmite. Featuring puppet demonstrations and provocative “tips for first-timers” messaging, supported by TikTok challenges and a Tinder quiz called “Sticky Situations.”

“Marmite Smugglers” (April 2024): A recruitment campaign inviting Londoners flying to New York to become “Marmite Smugglers,” addressing Americans’ difficulty obtaining the spread. Over 500 people applied within 48 hours.

All these campaigns were created by adam&eveDDB, maintaining remarkable creative consistency while keeping Marmite culturally relevant.

What About Marmageddon? (The 2012 New Zealand Crisis)

In March 2012, New Zealand experienced a genuine Marmite crisis dubbed “Marmageddon.” The February 2011 Christchurch earthquake severely damaged the Sanitarium factory - New Zealand’s only Marmite production facility. Production halted in November 2011 and wasn’t expected to resume until July 2012.

Public Panic

New Zealanders panicked. Supermarkets sold out within days. On auction site TradeMe, used jars sold for up to NZ$800 - 185 times the normal retail price of $4.25. Even Prime Minister John Key advised the nation to “spread it thinner” and admitted he might have to switch to Australian rival Vegemite.

The hashtag #Marmageddon trended globally. International media including CNN, The Guardian, and NPR covered the crisis, bemused by a nation’s devotion to yeast extract.

Resolution

Production gradually resumed through 2012, with full availability returning by late 2012. The crisis demonstrated Marmite’s extraordinary cultural significance in New Zealand, where it’s even more beloved than in Britain.

The COVID-19 Pandemic and Marmite Shortages (2020-2021)

The coronavirus pandemic created unexpected Marmite shortages in both the UK and globally. With pubs closed during lockdowns, beer production plummeted, creating a shortage of brewer’s yeast - Marmite’s key ingredient.

Production Challenges

From March 2020, Marmite production was dramatically affected. For several months, only 250g jars could be produced. Supermarket shelves frequently sold out as lockdown cooking drove demand skyward while supply contracted.

Unilever reported “continued high demand for Marmite with more people making meals at home” combined with “reduced supply of yeast from the breweries.”

Global Impact

South Africa experienced particularly severe shortages in both 2020 and 2021, exacerbated by alcohol bans that completely halted beer production and thus yeast availability.

Recovery

As pubs reopened and breweries resumed full production through late 2020 and 2021, Marmite production normalised. The full range of jar sizes returned to shelves by summer 2021.

What New Products Have Been Launched Since 2011?

Marmite XO (2010, Relaunched 2019)

Marmite XO (standing for “extra old,” borrowing brandy terminology) was first launched in March 2010. Selected by superfan group “Marmarati,” XO is matured for 28 days - four times longer than standard Marmite - creating a stronger, more complex flavour.

After being discontinued, intense fan demand led to a July 2019 relaunch, initially exclusive to Tesco. The 2019 version features an off-white cap instead of the original black, priced around £3.99 for 250g.

Squeezy Bottles (2006, Recently Relaunched)

Originally launched in 2006 after five years of development, the squeezy bottle addressed consumer feedback about the difficulty of spreading Marmite. Innovation Generation designed the structural pack while The Core created the visual identity.

The technical challenge was creating a non-drip silicone valve that could handle Marmite’s viscous consistency. Discontinued in 2020, the squeezy format returned in the late 2020s with a new, less viscous formula and is available in 400g bottles.

Marmite Peanut Butter (2019-2024)

Launched in March 2019, Marmite Peanut Butter was the brand’s first permanent product innovation since 1902. The spread blended approximately 90% peanut butter with 10% yeast extract, addressing the fact that many consumers were already mixing the two.

Marmite Crunchy Peanut Butter launched in 2019, followed by a smooth version in 2020. The product generated enormous publicity and 60% of buyers purchased it alongside regular Marmite rather than as a replacement.

However, after five years, Unilever discontinued Marmite Peanut Butter in 2024 to “focus on new innovations,” disappointing dedicated fans.

Marmite Dynamite (February 2021)

Marmite Dynamite combined yeast extract with chilli heat, initially available exclusively at Sainsbury’s for six months. The formulation deliberately builds heat gradually rather than overwhelming immediately.

The marketing campaign featured “exploding” billboards with giant jar lids blown through car windscreens and the tagline “Love it, hate it, be careful with it.” The campaign generated 194 million impressions and £650k in earned media, making Dynamite Marmite’s most successful limited edition to date - selling five times more than previous launches.

Ma’amite Special Editions (2012, 2022)

Marmite celebrated both Queen Elizabeth II’s Diamond Jubilee (2012) and Platinum Jubilee (2022) with special “Ma’amite” jars featuring Union Jack designs. The 2012 edition coincided with Marmite’s 110th anniversary.

The 2022 Platinum Jubilee campaign by adam&eveDDB featured the Queen’s corgi reacting to Marmite with the tagline “One either loves it or one hates it” - a regal twist on the famous slogan.

Other Limited Editions

Additional limited editions have included Marmite Truffle (featuring truffle flavouring) and various collaborative merchandise and special packaging.

The Elton John Partnership (2022-2024)

From 2022-2024, Marmite partnered with Sir Elton John for a series of limited edition jars supporting the Elton John AIDS Foundation. Each jar celebrated different eras of Elton’s career:

  • 2022: “Rocketman” themed jar
  • 2023: Celebrating the 50th anniversary of “Goodbye Yellow Brick Road”
  • 2024: Inspired by Elton’s legendary 1975 Dodger Stadium concert, featuring metallic foiling
  • Future: A fourth and final jar was planned to complete the collection

Over the three-year partnership, Marmite donated $1 million to the Elton John AIDS Foundation, combining celebrity collaboration with charitable fundraising.

What About Sustainability?

Since 2020, Marmite has made significant environmental strides:

Packaging Innovations

  • 100% recycled plastic (rPET) jars that can be recycled repeatedly
  • Reduced plastic in jar lids
  • Eliminated virtually all plastic from secondary packaging
  • Cardboard and paper packaging sourced from recycled materials
  • Developing cardboard pallets to replace traditional pallets

Environmental Impact

These changes have reduced Marmite’s carbon emissions by 8,300 tons of CO2 per year. Production efficiency improvements minimise waste through accurate raw material dosage and mould loading systems.

Verification

Independent comparative life cycle analysis conducted by PwC France (August 2023) confirmed Marmite’s environmental performance improvements.

What Are Vegemite, Promite, Bovril, and Other Yeast Extracts?

Vegemite (Australia)

Australia’s answer to Marmite, launched in 1922. Slightly saltier and more bitter than Marmite, Vegemite has become an Australian cultural icon even more dominant in Australia than Marmite is in Britain. Owned by Bega Cheese since 2017.

Promite (Australia)

Another Australian yeast extract, sweeter and milder than Vegemite, launched in the 1950s. Less popular than Vegemite but with devoted fans who prefer its gentler flavour.

Bovril

While Bovril resembles Marmite, it’s fundamentally different - traditionally a beef extract rather than yeast extract. Launched in 1886, Bovril has a meatier, richer flavour.

Recipe History: In 2004, Unilever reformulated Bovril as vegetarian using yeast extract during the BSE crisis and beef export bans. However, after sales declined and prolonged customer complaints, Unilever restored beef extract in 2006. Bovril has remained beef-based since, with a chicken variant also available.

International Alternatives

  • Cenovis (Switzerland): Similar to Marmite but with a slightly different flavour profile
  • Vitam-R (Germany): German yeast extract spread
  • Various: Many countries produce their own yeast extract spreads, particularly in Europe

Marmite Merchandise and Collaborations

Beyond the spread itself, Marmite has expanded into various merchandise:

Food Products

  • Marmite-flavoured crisps (Walkers)
  • Marmite cashews
  • Marmite rice cakes
  • Marmite breadsticks
  • Various limited-edition snack collaborations

Cookbooks

Multiple Marmite cookbooks have been published, featuring recipes showcasing the spread’s versatility in cooking.

Novelty Items

  • Marmite-themed clothing and accessories
  • Collectible tins and special edition jars
  • Kitchen accessories
  • Historical: Marmite cycling shirts, toy trucks, and biscuits from earlier decades

Modern Collaborations

The most significant recent collaboration was the 2022-2024 Elton John partnership, featuring limited edition jars that became collector’s items.

Is Marmite’s Ownership Changing?

No. Marmite remains owned by Unilever and there are no indications of this changing. Unilever has owned the brand since acquiring it in the mid-20th century, and Marmite remains an important part of Unilever’s Foods & Refreshment division.

The Burton-on-Trent factory continues production, maintaining the brand’s heritage connection to Britain’s brewing capital.

The Cultural Significance of Marmite

Over 120 years since its creation, Marmite has transcended being merely a food product to become a British cultural icon and metaphor. “Like Marmite” or “the Marmite effect” describes anything that sharply divides opinion, appearing in political commentary, business analysis, and everyday conversation.

The brand’s genius lies in embracing rather than fighting its divisive nature. While most brands desperately seek universal appeal, Marmite celebrates polarity. This authenticity has created remarkable loyalty among lovers and given haters permission to hate loudly - free marketing as both groups discuss, debate, and share their Marmite opinions.

From Marmageddon to Marmitegate, Brexit symbol to pandemic shortage, the spread has weathered controversies and crises, each time reinforcing its cultural significance. Whether you love it or hate it, Marmite endures as one of Britain’s most distinctive contributions to global food culture.

Sources and Further Reading

Categories: Breakfast Recipes , Nutritional Benefits , Common Questions

Related Articles