It is understood that the FMCG multinational is eager to grab a share of the booming cereal bar market, which grew by 6.6% last year to reach a total value of £300m, according to Nielsen.
The Marmite breakfast bar would be the first significant attempt by any company to introduce a savoury product
to this sector. Its launch will be supported by a campaign that will build on Marmite's ‘Love it or hate it?' positioning.
The product, scheduled to roll out next year, is the latest extension of the Marmite brand into the healthy snacking market. At the end of 2007, Unilever introduced Marmite-flavoured rice cakes and breadsticks.
Since last year, Marmite has been run from a business unit in the Netherlands, which was established to manage Unilever brands that have local, rather than global, appeal.
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