Marmite partners with Joe & Seph’s to launch popcorn line

Marmite is applying its 'love it or hate it' marketing line to an unusual product for the food spread after revealing it would launch a line of Marmite flavoured popcorn.

Marmite popcorn

The Unilever-owned brand has partnered with popcorn firm Joe & Seph’s to create sweet caramel popcorn glazed with the yeast spread, which will be available in 75g and 21g packs. Retailers stocking the snack initially will include Selfridges, Ocado and Lakeland.

The move will capitalise on the soaring sales of the popular snack which is now worth £55m per-year.

A Unilever spokeswoman said: “Popcorn is one of the biggest success stories in the past five years.

"Marmite fans have been calling for this for a long time.”

Recent marketing efforts from the Marmite brand have resulted in a number of new products including Pot Noodles and Easter eggs.