Nairn's Marmite & Cheese Oatcakes are a New Permanent Product
Michael Hemsworth — November 10, 2023 — Lifestyle
Nairn's Marmite & Cheese Oatcakes have been created in partnership between the two brands as a new permanent addition to store shelves that's arriving in the UK. The product boasts the brand's signature oat cake recipe that's infused with Marmite yeast spread and cheese flavor to make it perfect for enjoyment in a wide variety of ways. The product is expected to catch the attention of Millennial shoppers with a penchant for the spread, and is arriving now at Sainsbury's and Waitrose locations.
Licensing Manager at Unilever Melissa Wimble spoke on the Nairn's Marmite & Cheese Oatcakes saying, "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."
Licensing Manager at Unilever Melissa Wimble spoke on the Nairn's Marmite & Cheese Oatcakes saying, "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."
Trend Themes
1. Marmite-infused Products - The partnership between Nairn's and Marmite showcases the trend of incorporating Marmite into a range of food products, appealing to Millennial consumers with a taste for the spread.
2. Cheese-flavored Oatcakes - Nairn's Marmite & Cheese Oatcakes taps into the trend of combining cheese flavors with alternative snack options like oatcakes, providing a unique and savory snack experience.
3. Collaborative Brand Extensions - The collaboration between Nairn's and Marmite demonstrates the trend of brands extending their product lines by partnering with complementary companies, opening up new opportunities and consumer bases.
Industry Implications
1. Food Manufacturing - The introduction of Marmite-infused oatcakes highlights an innovation opportunity for food manufacturers to explore unique flavor combinations and cater to consumer demand for unconventional snacks.
2. Snack Food - The creation of cheese-flavored oatcakes provides a disruptive opportunity for the snack food industry to expand its offerings by combining different flavors and textures into convenient, on-the-go snacks.
3. Brand Partnerships - The collaborative effort between Nairn's and Marmite showcases the potential for brand partnerships within the food industry as a means to create innovative products that appeal to a wider audience.
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