Hasta La Ideas

Fans of the nation’s most divisive savoury spread will be able to “toast” the Queen’s 60th year at the helm by buying a special edition jar of the brown stuff…

The limited edition Marmite packaging eschews the brand’s usual yellow white and red label in favour of the red white and blue colours of the Union Jack. The illustration of a marmite and spoon on the front of the label has been replaced by a crown and brand name itself has been changed to Ma’amite. The jar also features a red, rather than the usual yellow, lid.

“We wanted to pay a fitting tribute to the Queen – from one British institution to another,” explains Unilever’s marketing manager Nicola Waymark of the limited edition packaging.

Ma’amite is on sale at all good high street retailers including Morrison’s, Sainsbury’s, Tesco and Waitrose. It will also be available from marmiteshop.co.uk from next Monday (April 30).

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