Unilever’s Marmite spread brand has joined forces with Oatcake maker Nairn’s to launch a new Marmite & Cheese flavour.
The product, which will become a permanent addition to the Nairn’s range, is rolling out in the grocery channel this month.
The new flavour looks to build on the success of Nairn’s Cheese Oatcakes, the brand’s best-selling oatcake by value, and attract incremental sales to the oatcake category with the addition of its first co-branded product. The collaboration also looks to increase the household penetration of oatcakes and attract younger consumers to the category.
Melissa Wimble, Licensing Manager at Unilever, said: “Marmite is a versatile product that lends itself to different flavour profiles. We are now taking the classic Marmite and cheese combination and extending that to a brand-new category for the brand – oatcakes. Our first collaboration with Nairn’s is set to grow the Marmite consumer base by tapping into new occasions associated with the oatcake category, such as snacking. This evolution of Nairn’s leading Cheese Oatcake SKU is also well positioned to introduce Marmite to the oatcake consumer and grow brand penetration.”
Nairn’s Brand Manager, Euan Lutton, added: “Our customers have long been telling us about their go-to flavour combinations and toppings for their oatcakes, and Marmite and cheese are firm favourites. We are delighted to bring customers exactly what they want, and to see two classic brands that complement each other so perfectly, joining forces.”
The launch will be supported by a PR, media and influencer campaign.
NAM Implications:
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