A Victory for Convenience

The news that Marmite devotees have been clamouring for has finally arrived: Sainsbury’s is bringing back the Marmite Squeezy jar. After a four-year absence, this flexible plastic alternative to the traditional glass jar returned to shelves in late October 2024, proving once again that customer demand can triumph over corporate decisions.

The Squeezy format, which was quietly discontinued in 2020, quickly became something of a cult favourite among Marmite enthusiasts. Its demise sparked countless social media pleas and customer enquiries, demonstrating that sometimes innovation in packaging can be just as important as the product itself.

Why the Squeezy Matters

For the uninitiated, the difference between a traditional glass jar and the Squeezy might seem trivial. But for regular Marmite consumers, the benefits are immediately apparent. The flexible plastic bottle allows for precise dispensing, eliminating the notorious “knife scraping” sound that echoes through British kitchens each morning. No more wrestling with that last stubborn bit clinging to the jar’s sides, and certainly no more torn toast from applying too much elbow grease.

The Squeezy format also addresses one of Marmite’s longstanding practical challenges: the tendency for residue to accumulate around the jar’s rim and lid. With a simple squeeze and a clean nozzle design, the product stays tidier and more hygienic throughout its use.

Consumer Power in Action

Sainsbury’s decision to reintroduce the Squeezy is a testament to the power of consumer feedback. In an era where corporate decisions can sometimes feel disconnected from customer preferences, this move demonstrates that persistent demand doesn’t go unnoticed. The supermarket giant clearly recognised that the Squeezy wasn’t just a packaging variant but a genuinely preferred format for a significant portion of their customer base.

The reintroduction also speaks to Marmite’s unique position in British food culture. This is a product with such devoted fans that they’ll campaign for years to get their preferred packaging format back on shelves. It’s hard to imagine many other condiments inspiring such loyalty.

The Same Great Taste, Better Delivery

Importantly, the return of the Squeezy changes nothing about Marmite’s fundamental appeal. The taste remains identical to the glass jar version – that distinctive, umami-rich, love-it-or-hate-it flavour that has defined British breakfast tables for over a century. What changes is simply the ease with which you can get it from container to toast.

For new converts to the Marmite camp, the Squeezy offers an ideal entry point. Its controlled dispensing means you’re less likely to commit the cardinal sin of applying too much on your first attempt, which has probably created more Marmite haters than any other single factor.

Looking Forward

The Squeezy’s return raises interesting questions about packaging innovation in the condiments sector. As consumers increasingly prioritise convenience alongside quality, traditional formats may face more competition from user-friendly alternatives. Glass jars have their charm and environmental benefits, but there’s no denying that a well-designed squeeze bottle simply works better for certain products.

Will we see other Marmite variants appear in Squeezy format? Might the Marmite XO, with its extra-strong flavour and premium positioning, eventually get the squeezable treatment? Only time will tell, but the successful comeback of the original Squeezy suggests that Marmite’s parent company is paying attention to what formats resonate with consumers.

For now, Marmite fans can celebrate a rare reversal of a product discontinuation. The Squeezy is back, and British breakfasts are all the better for it.

Sources

• Sainsbury’s press releases and product announcements, October 2024