Marmite, the UK’s number one yeast extract from Unilever (Kantar World Panel 52 w/e 18.06.2017), is launching a new 25% Reduced Salt variant.

Designed to appeal to the growing number of consumers seeking a low-sodium diet (Kantar 2016), the new addition will benefit from a £3million multimedia spend as part of the ongoing Marmite Gene Campaign.

Rolling out nationwide, new Reduced Salt Marmite is available in the same iconic jar as Marmite but features light blue packaging, associated with low-salt products, to create optimum stand-out on shelf.

Shannon Lennon-Smith, Marmite brand manager at Unilever, said: “Unilever knows that consumer tastes and a desire for wider choice, including lower salt variants, is constantly evolving. Marmite has a huge and very loyal fan base and we want to ensure we are listening to their needs and responding accordingly. By expanding our range with a new Reduced Salt variant, we hope to extend Marmite’s appeal even further so it can be enjoyed by even more people.”

Marmite Reduced Salt will be available in a 250g jar at the same RRP as the original 250g jar, £3.09.