TikTok's #MarmiteFirstTimer hashtag has passed half a billion views. What that means for the brand's next decade of customers.
Modern Era (1990-2025)
Contemporary Marmite: Unilever ownership, "Love it or Hate it" campaign, product varieties (XO, Peanut Butter), digital marketing, and global reach.
Category: Modern Era (1990-2025) | View all articles
Unilever spins off its ice cream, and Marmite watchers take notes
Unilever's ice cream spin-off is the rehearsal for the food sale. What today's MICC listing tells us about the McCormick-shaped move coming next.
Unilever quietly puts Marmite up for sale
Reuters reports Unilever has opened a formal sale process for Marmite, Bovril, and Colman's. What the 'Historic British Brands' bundle actually means.
Will Marmite still be British? The McCormick takeover of Unilever Foods, explained
The Grocer is reporting that Marmite has been quietly reclassified as non-core inside Unilever. Non-core is corporate for "we are open to offers".
Marmite is doing a 50-year retrospective, which is weird because the jar is 123
Marmite has published a 50-year anniversary interview this month, which is the sort of brand-PR exercise that I would normally skim and ignore, except that there is a small problem with the maths. Marmite was first sold in 1902. It is one hundred and twenty-three years old.
Unilever is moving Marmite marketing to TikTok creators
Unilever's CMO put out a statement in early March confirming what most of the trade press had already worked out.
Ma'amite, the Diamond Jubilee Marmite
Marmite's marketing team are usually quite restrained. The name "Ma'amite" was the exception. Ma'am as in the way one addresses the Queen, mite as in Marmite.
The Marmarati, the fake secret society Marmite invented
Marmite XO (the extra-strong, double-aged version) launched in 2010. The standard launch playbook for an extension of a heritage brand is, broadly, "advertise on television, put it in supermarkets, hope for the best". Marmite did not do that.
When Kraft Heinz tried to buy the whole pantry: the 55-hour Marmite scare of 2017
Nine years before McCormick, Marmite had a near-death experience. In February 2017 Kraft Heinz made a £115 billion grab for Unilever, the row lasted about 55 hours, and the government started sharpening pencils. Then it was over.
Marmite Gold: the 2010 edible gold-leaf limited edition explained
Marmite Gold, it has the same taste as but with the addition of edible gold flecks. GOLD FLECKS! It's a Christmas special Marmite, but you can't help but think that it coincides nicely with London 2012.
