Marmite is launching a new spicy chilli version of the “love it or hate it” spread called Dynamite after the success of its peanut butter variant.
The new fiery version of the spread will be available in Sainsbury’s stores and online from Sunday and is an attempt to indulge British shoppers’ love of spicy food.
The peanut butter version of the yeast-based product was launched two years ago and has proven popular with two million jars sold last year, according to the company.
A spokesman said Marmite lovers had been mixing it with chilli already and it was this, combined with increasing popularity of hot sauces, that had provided the spark of inspiration.
She added: “We know Brits are increasingly indulging in spicy food and we’ve seen the hot sauce category grow at pace over the past five years, so this is one of the product’s inspirations.
“However, at its heart, the Dynamite proposition was designed for our Marmite lovers.”
The move comes amid a rise in sales of spreads with people spending more time cooking and eating at home. Sales of yeast spreads increased to £54m last year from £46m the year before according to Kantar.
Kiti Soininen, a director at retail analysts Mintel, said world foods had continued to grow in popularity in recent years causing people and restaurants to be more adventurous with ingredients.
The new Marmite will be available for a limited time only and will be available to purchase for £3.99 in 250g jars.
