Marmite’s iconic jar is being redesigned into a squeeze bottle, as Unilever seeks to broaden the brand’s appeal.
The product – dubbed ‘Marmite squeezy’ by Unilever insiders – has been five years in the pipeline and is a bold move for Marmite, which is famed for its distinctive, squat-looking pot and yellow lid. The product’s label is likely to feature a revised Marmite logo and will include a new tone of voice, loosely based on an ‘informal chat.’ This will be in- keeping with Marmite’s characteristically quirky brand positioning.
Innovation Generation has designed the structural squeeze pack, while Hull design consultancy The Core has developed its visual identity and label design. Both consultancies were appointed to the six-figure project last year, following a rostered pitch.
Over the years, there has been a growing demand for a Marmite squeezy variant, but the major challenge has been for Unilever to create an easy- to-use application for the viscous spread, which is typically scraped from the Marmite jar.
A ‘serious breakthrough’ occurred last year, when a design solution was reached to create a clean cut-off point for the spread that would stop it inadvertently dripping from the squeezy lid, explains a Unilever spokesman.
The 200g Marmite squeeze bottle will join other products in the Marmite portfolio, such as Marmite pot and portions. The Marmite squeeze bottle is expected to roll out in April.
The launch is the first in a series of potential new product developments for Marmite, that are expected to emerge within the next two years.
Marmite was first introduced into the UK in 1902, and was acquired by Unilever in 2000.