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Marmite History: 1902 to Today

Posted by Seamus

The Complete history of Marmite: From Victorian Innovation to Modern Icon (1902-2025)

Introduction

In 1902, a modest investment of £100 per year to rent a disused maltings in Burton-on-Trent marked the beginning of one of Britain’s most divisive culinary traditions. The Marmite Food Company Limited set out to transform brewer’s yeast—a brewing by-product once considered little more than a nuisance—into a concentrated food product that would go on to become a cultural icon, a wartime staple, and the subject of Britain’s most famous advertising slogan. This is the extraordinary story of Marmite’s 123-year journey from Victorian laboratory curiosity to modern pantry essential.

The Scientific Origins: From Microscope to Marmite (1680-1902)

The Discovery of Yeast

The story of Marmite begins not in Burton-on-Trent, but in a 17th-century laboratory. In 1680, Dutch scientist Antonie van Leeuwenhoek peered through his microscope at brewer’s yeast and made a remarkable discovery: this mysterious substance that fermented sugars into alcohol was composed of countless tiny spherical and ovoid cells. For nearly two centuries, this revelation remained a scientific curiosity whilst brewers continued to regard spent yeast as waste.

It was French microbiologist Louis Pasteur who identified these cells as living organisms—microscopic plants that held the key to fermentation. Building on this knowledge, German chemist Justus von Liebig made the critical breakthrough: this yeast could be processed into a concentrated food product with an appearance, smell, and flavour remarkably similar to meat extract, but entirely vegetarian.

The Quest for Commercial Success

Liebig’s discovery sparked numerous attempts to manufacture yeast extract commercially, but these early ventures met with limited success. The process proved far more challenging than anticipated, requiring precise control over temperatures, pressures, and timing. The technology simply wasn’t ready—until the dawn of the 20th century.

Birth of an Icon: The Early Years (1902-1934)

The Marmite Food Company Limited

In 1902, the newly formed Marmite Food Company Limited took possession of a disused malt house in Burton-on-Trent—Britain’s brewing capital—for the modest annual rent of £100. The location was strategic: proximity to Bass Brewery and other major breweries ensured an abundant supply of the essential raw material.

However, the founders quickly encountered an unexpected problem. British brewing practices differed markedly from continental methods, and the yeast produced from British beer didn’t respond to the same treatment. The team had to pioneer new machinery and implement a series of modifications to the manufacturing process before achieving a satisfactory product.

Building a Market

Persuading the British public to embrace Marmite’s distinctive, intensely savoury taste proved to be a gradual process. In these early years, the product was marketed primarily on its nutritional merits rather than its flavour. As demand slowly grew, the company purchased the freehold of the Burton maltings and expanded operations.

The distinctive bulbous jar—inspired by the French marmite cooking pot—became instantly recognisable. The yellow and red label design, barely changed to this day, established a visual identity that would endure for over a century. Production eventually expanded to a second site in London, before consolidating at a new purpose-built facility in Burton-on-Trent.

The Vitamin Revolution (1912)

The discovery of vitamins in 1912 transformed Marmite’s fortunes. Scientists found that yeast extract provided an exceptional source of five B vitamins (thiamine, riboflavin, niacin, folic acid, and vitamin B12), catapulting the product from curious novelty to nutritional powerhouse. Hospitals, schools, and institutions began ordering Marmite in bulk, recognising its value as a dietary supplement.

Marmite Goes to War (1914-1918, 1939-1945)

Both World Wars cemented Marmite’s place in British culture. During the First World War, the product was sent to soldiers on the front lines and used to combat outbreaks of beriberi and other vitamin-deficiency diseases. The Second World War saw Marmite become an even more vital commodity: it was a valued dietary supplement in prisoner-of-war camps, and tonnes were dispatched to war-torn countries overseas.

Rationing and food shortages meant that Marmite’s concentrated nutrition and long shelf life made it indispensable. For many Britons who lived through these years, Marmite became permanently associated with resilience, ingenuity, and making do—a quintessentially British mindset.

Product Evolution in the 1920s

During the 1920s, the Marmite Food Company launched Marmite stock cubes in a distinctive green tin, attempting to diversify the brand. However, this extension was eventually discontinued as the company chose to concentrate resources on the increasingly popular paste product, which had begun to establish its place in British kitchens.

Corporate Consolidation: The Bovril Years (1934-1990)

A Strategic Partnership

In 1934, following the death of the Marmite Food Company’s first chairman, a significant corporate alliance was formed. Both the Marmite and Bovril brands came together, with Marmite Limited becoming a wholly-owned subsidiary of Bovril Limited. This partnership brought together two of Britain’s most iconic savoury spreads under one roof.

For over half a century, Marmite continued its steady presence in British life under Bovril’s stewardship. The product and packaging underwent remarkably few changes—a testament to the perfection of the original formula and design. The iconic jar shape, the distinctive label, and the unmistakable flavour remained constant through decades of social and cultural change.

The Modern Era: From CPC to Global Megabrand (1990-2025)

Changing Hands (1990-2000)

In 1990, Marmite entered a new phase of its history when CPC International Inc. acquired both the Bovril and Marmite brands. Eight years later, in 1998, CPC International rebranded as Bestfoods Inc., signalling a shift towards more assertive international food branding.

The most significant ownership change came in 2000 when Anglo-Dutch consumer goods giant Unilever acquired Bestfoods for £13.4 billion ($20.3 billion). With this acquisition, Marmite joined one of the world’s largest portfolios of food and personal care brands. Unilever has retained ownership ever since, investing in marketing campaigns and product innovations that would propel Marmite from British staple to cultural phenomenon.

The Campaign that Changed Everything: “Love it or Hate it” (1996)

Although launched four years before Unilever’s acquisition, the “Love it or Hate it” campaign—created by advertising agency BMP DDB in October 1996—would define Marmite’s modern identity. The genius of the slogan lay in its simple acknowledgement of a universal truth: people’s reactions to Marmite are rarely ambivalent.

The campaign was conceived by creative duo Richard Flintham (a Marmite lover) and Andy McLeod (a Marmite hater), whose genuine disagreement became the campaign’s driving force. Rather than attempting to win over haters or reassure lovers, the advertising embraced polarisation as the brand’s defining characteristic.

The phrase “love it or hate it” transcended advertising to enter the English lexicon, becoming the go-to description for anything that divides opinion. This marketing masterstroke turned Marmite’s divisiveness from a commercial liability into its greatest asset, creating a brand narrative that generated endless conversation, debate, and media attention.

Product Innovation and Evolution (2006-2025)

The Squeezy Revolution (2006)

In March 2006, Marmite introduced a thinner, squeezable version in a plastic bottle, making the famously thick spread easier to apply. The innovation won industry awards and proved popular with consumers who appreciated the convenience. However, in 2020, the squeezy bottle was discontinued, sparking disappointment among fans who had come to rely on the format.

Public demand proved irresistible. In October 2024, Unilever brought back the squeezy bottle with an improved, even thinner formula, demonstrating the brand’s responsiveness to consumer preferences.

Marmite XO: Extra Strong for the Devoted (2010, 2019)

March 2010 saw the launch of Marmite XO (Extra Old), a limited-edition version matured for 28 days to create an extra-strong flavour. The product developed a cult following, and when stocks ran out, disappointed fans campaigned for its return.

In July 2019, Unilever yielded to popular pressure and brought back Marmite XO, this time as a more permanent fixture. The stronger, more complex flavour profile appealed to Marmite devotees seeking an even more intense experience.

Limited Edition Flavours (2021-2022)

Unilever experimented with flavoured varieties, launching Marmite Dynamite (with chilli) in 2021, sold exclusively at Sainsbury’s. This was followed in 2022 by Marmite Truffle, marketed as a “posher” version for more adventurous palates, also exclusive to Sainsbury’s.

These limited editions demonstrated Marmite’s willingness to innovate whilst maintaining the classic product as the core offering.

Marmite Peanut Butter: A Controversial Innovation (2019-2024-2025)

On 25th March 2019, Unilever made history by launching Marmite Peanut Butter—the brand’s first permanent product innovation since 1902. The blend of Marmite’s savoury depth with peanut butter’s creamy richness aimed to appeal to both camps, creating a more accessible entry point for sceptics whilst offering lovers a new experience.

Initial reception was mixed. Sales failed to meet expectations, and in September 2024, Unilever discontinued the product. However, the public outcry that followed—with social media campaigns and petitions demanding its return—demonstrated the passionate attachment Marmite inspires. In June 2025, bowing to consumer pressure, Unilever brought back Marmite Peanut Butter permanently, acknowledging that even “failures” have devoted followings in Marmite’s world.

Shortages, Crises, and “Marmitegates” (2011-2021)

Marmageddon in New Zealand (2011-2013)

One of Marmite’s most dramatic crises occurred on the other side of the world. In November 2011, the Sanitarium factory in Christchurch, New Zealand—which produced New Zealand’s unique Marmite recipe—was severely damaged by the devastating February earthquake. Production ceased entirely.

What followed became known as “Marmageddon” or “Marmitegate.” New Zealanders, fiercely loyal to their sweeter version of Marmite, responded with panic buying. Jars appeared on online auction sites commanding extraordinary prices. Then-Prime Minister John Key even commented publicly on the crisis, acknowledging its cultural significance.

The shortage lasted until March 2013, when the rebuilt factory reopened and production resumed. New Zealanders’ reaction to the shortage demonstrated how deeply Marmite had embedded itself in national identity—even a version distinct from the British original.

Brexit and the Great Tesco Stand-off (2016)

In October 2016, Marmite became an unlikely symbol of Brexit’s economic consequences. Following the pound’s devaluation after the referendum vote, Unilever demanded price increases from retailers to offset higher costs. Tesco refused, and in the ensuing dispute, Unilever briefly removed products—including Marmite—from Tesco’s shelves.

The British press dubbed it “Marmitegate,” and the incident became a focal point for debates about Brexit’s impact on everyday life. The stand-off was resolved within days, but Marmite’s role as an economic barometer demonstrated its status as a bellwether of British consumer culture.

The Pandemic Shortage (2020-2021)

The COVID-19 pandemic created an unexpected Marmite crisis. With pubs and breweries closed during lockdowns, the supply of brewer’s yeast—Marmite’s essential raw material—dried up. Unilever was forced to halt production of all jar sizes except the standard 250g format.

Shortages continued into 2021 as brewing capacity only gradually recovered. The episode highlighted Marmite’s dependence on the brewing industry and reminded consumers that even the most familiar products rely on complex supply chains.

Controversies and Cultural Flashpoints (2010-2013)

The BNP Dispute (2010)

In 2010, Unilever threatened legal action against the British National Party (BNP) for unauthorised use of a Marmite jar and the “love it or hate it” slogan in a political broadcast. The far-right party had used the jar to make a point about immigration—an appropriation that Unilever emphatically rejected.

The company’s swift action to distance the brand from political extremism demonstrated the responsibility that comes with managing such an iconic and widely recognised product.

The Rescue Advert Backlash (2013)

A 2013 television advert parodying animal rescue documentaries—featuring “neglected” Marmite jars being “rescued” from cupboards—became the most complained-about advert of the year. Critics argued it trivialised the serious work of animal welfare charities and was in poor taste.

The controversy highlighted the challenges of comedy in advertising, particularly when using formats associated with serious social issues. Despite the backlash, the advert’s notoriety arguably reinforced Marmite’s cultural presence.

Marketing Innovation in the Digital Age (2020-2025)

Marmite Mind Control (2020)

The 2020 “Marmite Mind Control” campaign featured a tongue-in-cheek “hypnosis” advert that playfully claimed to convert Marmite haters. The campaign leaned into the brand’s divisive reputation whilst suggesting that perhaps, with the right persuasion, haters might be won over.

Targeting Gen Z: First Timers (2023)

In 2023, Unilever launched the “First Timers” campaign, specifically targeting Gen Z consumers through social media platforms including TikTok and Tinder. The campaign acknowledged that younger generations might not have the inherited Marmite habits of their parents and grandparents, positioning first-time trial as an adventure rather than an obligation.

Guerrilla Marketing in New York (2024)

A 2024 mockumentary about “smuggling” Marmite into New York City showcased Unilever’s willingness to embrace irreverent, attention-grabbing guerrilla marketing. The campaign played on Marmite’s peculiar status as a product some expatriate Britons go to great lengths to obtain overseas.

Collaborations and Brand Extensions (2020-2025)

Marmite has engaged in numerous collaborations, particularly with Marks & Spencer, to create Marmite-flavoured products including butter, cream cheese, cheese twists, and even Marmite-flavoured hot cross buns and caramel sauce. These partnerships have extended the brand into new categories whilst maintaining its core identity.

Looking Forward: Towards the 125th Anniversary (2025-2027)

As of late 2025, Marmite stands as one of Britain’s most enduring and recognisable brands. Whilst Unilever has not publicly announced plans for Marmite’s 125th anniversary in 2027, the milestone represents an opportunity to celebrate more than a century of British food culture.

The brand has successfully navigated enormous social, economic, and cultural changes: from Victorian entrepreneurship through two World Wars, post-war austerity, globalisation, Brexit, and a global pandemic. Through it all, the distinctive bulbous jar, the bold yellow and red label, and the intensely savoury spread inside have remained remarkably consistent.

Marmite’s story is ultimately about more than yeast extract. It’s a narrative of innovation, resilience, divisiveness embraced as identity, and the peculiar British relationship with tradition and change. Whether you love it or hate it—and by now, you surely must be one or the other—Marmite’s place in British culture seems secure for the next 125 years.

References and Further Reading

Categories: Marmite History , Origins & Invention (1902-1920)

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