Marmite Moments...

I imagine all brewers must eat Marmite for breakfast every day; after all, it’s made from excess brewer’s yeast and comes from the brewing capital of Britain, Burton-on-Trent.?

With sustainability being on everyone’s agenda, what a fantastic message for the brewing industry to support its environmental credentials – maybe there’s an opportunity for individual brewers to create their own branded version of yeast extract too. Guinness did manage to put together a collaboration with Marmite some years back.

Marmite has also become a lexicon for ‘love or hate’ and it’s interesting how a brand can have the confidence to build on a stance whereby a significant part of its potential consumer market actually hates it. This gets to the heart of what a brand is really about – by having the confidence in its product, even if it can’t please all the people all the time, Marmite has thrived for 120 years and built a place in consumers’ hearts (love or hate it…).

Marmite’s endurance in the hearts and minds of its consumers should provide inspiration for all brand owners to truly stand up for what you believe in, to ignore the naysayers, focus groups and trend bombers, and follow your instincts. To find a place in the hearts of your future drinkers, you just need to find the right strings to pull. Understanding your place in the market and having a differentiating proposition and story to tell is key.

Back to Marmite – I’m sure it doesn’t taste as Marmite as it used to…

This thought piece was written by?our founder and?strategic director?Myles Pinfold.?Myles has worked on over?100?drinks?brands?in his?career and is an expert in this space. If you would?like to pick his brain on your brand or?business email Myles?here?or see more of our drinks work?here.