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Marmite censors ‘bae', 'snookums' and 'baby cakes’ from its custom jars in Valentine’s Day stunt

Marmite has banned a slew of lovey-dovey pet names from its jar customisation scheme to generate awareness of the feature in the run up to Valentine’s Day.

The divisive spread has made the blanket ban upon the cringe-inducing terms of endearment passed between smitten condiment lovers.

Utilising reverse psychology however, the brand hopes consumers will log onto its personalisation hub, via its Facebook page, to pick up a limited edition Valentine’s Day jar for £4.99.

Anyone typing in the blacklisted terms will instead get an asterisked version of the word instead.

Philippa Atkinson, Marmite brand manager, said: “We appreciate that Marmite is a spread best enjoyed at breakfast, and nobody wants a side helping of nausea first thing in the morning, so we thought it made perfect sense to ban the most hated pet names.

“Who knows, we may even be responsible for saving some relationships along the way.”