Marmite goes for squeeze appeal

Marmite has gone through the biggest change in its 104-year history – even altering its texture to allow it to work in a new upside-down squeezy jar.

Taking five years to develop, the bespoke plastic pack is based on the squat shape of Marmite’s traditional glass jar, which is itself inspired by the French cooking pot the brand is named after.

The structural design has been created by Innovation Generation, based in Derby, while the revised label – which features the phrase ‘squeeze me’ – is the work of Hull-based brand design agency The Core. Both consultancies were appointed to the project last year, following a rostered pitch.

The back label has also seen changes, with playful storage advice, such as “The fridge makes me chilly not soft and squeezy”, and “This way up, or I get dizzy, not squeezy”, given to consumers.

The jar is made by Alpa in Warrington, while the closure is from Leeds-based Seaquist. Still yellow, like the original iconic Marmite lid, this version flips open and has a special silicon valve to ensure the spread doesn’t drip out.

In order for the Marmite to squeeze out of the pack easily, it is slightly thinner than normal, but according to a spokesperson for the brand, “it has the same great taste and nutritional content”.

Rolled out across all major supermarkets at the end of last month, the new pack will be supported by a £3 marketing spend- with ad campaigns in cinemas and on TV.

Marmite squeezy is currently only available in a 200g jar, and follows the growing trend from brands like Heinz and Branston to tale their products into this format.

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Marmite squeezy labels are printed by Etiquette (www.etiquette.co.uk) the UK’s experts in labels & labelling.