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product news: Marmite extends into breakfast biscuit category

John Wood ·

This month, Unilever is entering the breakfast biscuit category for the first time with the launch of Marmite Breakfast Biscuits. The new savoury biscuit aims to target the increasing number of consumers seeking on-the-go breakfast options.

Developed in partnership with artisan bakery, Thomas Fudge’s, the crunchy and delicious savoury biscuits are made with wholegrains to provide a source of fibre and feature the taste of Marmite.

Chloe Irwin, licensing director at Unilever UK & Ireland, commented: “Breakfast still remains the number one eating occasion for Marmite, but this is typically on toast at home.

“As eating habits are changing, we wanted to ensure we can offer Marmite fans an on-the-go alternative. We are confident this new product will build on the success of Marmite Flatbreads and Marmite Biscuits.”

Simon Tovey, commercial director at Thomas Fudge’s, commented: “New Marmite Breakfast Biscuits not only provide a great tasting savoury product, but also deliver additional choice for consumers in a predominantly sweet category. With striking packaging, featuring the recognisable Marmite logo, the new product will instantly create stand out on-shelf, helping to drive growth in the Breakfast Biscuits category.”

Marmite Breakfast Biscuits will be available in 252g packs, which include six portions of two biscuits at an RRP of £2.79 per pack.

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