Peanut butter sales have continued to drive the category, growing at + 3.1% year-on-year and the launch of Marmite Peanut Butter Crunchy contributed significantly to this growth. The new addition has been designed to ensure retailers continue to drive incremental category sales by appealing to new shoppers who prefer smooth over crunchy peanut butter – and with 44%1 of the nut butter category accounting for smooth, there’s never been a better time to stock up.
The new variant is currently available in Morrisons and will roll out nationwide from 3 February 2020. The launch will be supported by a six figure ATL campaign and to kick off the activity, Marmite is looking to start a new nationwide debate; the ‘Nuterendum’ to discuss the question on every fan’s lips – smooth or crunchy? Consumers were encouraged to cast their vote on the brand’s Twitter account, https://twitter.com/marmite, and the results will be announced next week.
Fikerte Woldegiorgis, foods brand experience director UK&I, says: “When it comes to Marmite, people either love it or hate it – similar to the debate over smooth versus crunchy peanut butter. Not only will this new launch provide smooth peanut butter lovers with a brand-new option, drive incremental sales and category growth, it will also see us continue in our mission to provide better breakfast choices”.
Marmite Peanut Butter Smooth effortlessly slides into the existing range, featuring a yellow lid and recognisable brand colours, as well as mirroring other peanut butter products. As with the rest of the Marmite range, the product is rich in B vitamins, suitable for vegetarians and has no added sugar or palm oil.
Marmite Peanut Butter Smooth will be available in a 225g jar at the RRP of £2.50