Marmite: Marmite Seeks Britain's Biggest Hater

For the first time in its history, Marmite is searching the nation to find who loves its yeast spread, and who hates it, so it can hypnotise the haters to change their minds.

Established in 1902, Marmite's distinctive slogan: 'Marmite - you either love it or hate it' - is an unusual direction for a brand to admit its product isn't always everyone's cup of tea.

Inspired by the belief it can transform its haters into lovers through hypnotism, Marmite is calling on Marmite haters to take part in a social experiment.

Marmite haters can apply for a unique mind control experience online by answering a series of questions. A panel of participants will be selected to ensure they meet eligibility requirements, and once finalised, they will travel to London to watch a hypnosis film that could see them walk away as a fan of the savoury spread.