UNILEVER wind down production of an adored cupboard staple only five years into the production’s production.
Their Marmite Peanut Butter was pulled from production unexpectedly, with vocal surprise and outrage expressed from consumers, which led to a belated company statement. Established in 2019, its disappearance lead to panic earlier this month.
“I’ve been to 2 big Tesco, 2 big Sainsbury’s, ASDA, but they have none on the shelves,” panicked one Reddit user.
And yesterday, Unilever announced why it was missing.
“We’re always reviewing our ranges to make sure our products reflect shopper preferences, whilst also focusing on new innovations,” said a Unilever spokesperson.
Figures revealed that value sales of Marmite peanut butter plummeted by 20.8% to £1.9m last year on volumes down 32.3% [NIQ 52 w/e 9 September 2023]; indicating the financial motivations that led to such a seismic decision.
Despite its loyal and outspoken fanbase, it appears its popularity was not widespread enough to validate its continuation.
“Whilst we will no longer be making Marmite peanut butter, we are working on some new and exciting launches within our licensing range to bring our iconic Marmite flavour to shoppers in new ways and formats,” they added.
Unilever said that they will “continue to add to our Marmite limited editions range, including our recent Marmite Elton John jars.”
But this will be little consolation to some shoppers. “Just read it’s been discontinued. I’m gutted. Tried marmite and crunchy peanut butter together. Nothing like it. Sad times,” another Reddit user stated.
In response to a desperate Facebook plea in which the user, despite recognising the product’s polarisation, admitted her love for Marmite peanut butter, others offered alternatives.
“Can’t u just mix marmite with peanut butter?”, suggested one user.
Other users didn’t hold the product in such high esteem; “I like marmite, and I like peanut butter but that spread was gross,” one replied.
“Way too salty for me,” told another.
However, the product will definitely be missed by some – “I literally have it every day for breakfast, I’m gutted!,” was one response to news of the discontinuation.
Others users said they too “Love(d) it so much,” but to no avail.
It comes after Unliever span off its Magnum, Wall’s and Ben & Jerry’s ice cream business and wielded the axe on 7,500 jobs.
Why are products axed or recipes changed?
ANALYSIS by chief consumer reporter James Flanders.
Food and drinks makers have been known to tweak their recipes or axe items altogether.
They often say that this is down to the changing tastes of customers.
There are several reasons why this could be done.
For example, government regulation, like the “sugar tax,” forces firms to change their recipes.
Some manufacturers might choose to tweak ingredients to cut costs.
They may opt for a cheaper alternative, especially when costs are rising to keep prices stable.
For example, Tango Cherry disappeared from shelves in 2018.
It has recently returned after six years away but as a sugar-free version.
Fanta removed sweetener from its sugar-free alternative earlier this year.
Suntory tweaked the flavour of its flagship Lucozade Original and Orange energy drinks.
While the amount of sugar in every bottle remains unchanged, the supplier swapped out the sweetener aspartame for sucralose.
