Unilever UK has partnered with popcorn brand Joe & Seph’s to create the UK’s first Marmite flavoured popcorn.
Available from May 30, the latest launch from Marmite is one of the most requested products from fans and will join the UK’s burgeoning Popcorn market. It also coincides with the growing demand for flavoured popcorn, with nearly half of consumers expressing an interest in trying new popcorn flavours (Mintel).
The new Marmite product will consist of smooth and sweet caramel generously glazed with the iconic spread to create a sweet and savoury combination.
Marmite Popcorn will be available in a transparent 75g pack, complete with a co-branded Marmite and Joe & Seph’s label, in the famous black and yellow Marmite design. It will also be available to buy in a 21g impulse foil pack at food-to-go and food service outlets.
Unilever UK senior licensing manager Chloe Irwin said: “The Popcorn category is one of the biggest success stories of the last five years, more than doubling in size from 2010 to 2015 and growing 30% last year. It’s also a product our fans have been requesting for a long time. We believe we’ve found the right partner in Joe & Seph’s and can’t wait to bring Marmite Popcorn to UK consumers.”
Joe & Seph’s co-founder Adam Sopher said: “We’re thrilled to introduce the iconic, British, household name of Marmite to our award winning popcorn range. Joe & Seph’s values both innovation and taste as key for new product development, so Marmite popcorn was a clear preference to add to our range from the moment we launched Joe & Seph’s five years ago.”
The 75g pouches retail at (rrp £2.99) and come in cases of 12 and the 21g impulse packs retail at (rrp £0.99) and come in cases of 22.