Bristol store opens special tasting room to find new generation of Marmite lovers

Students in Bristol are being invited to a taste test with a difference as they get the chance to ‘experiment’ with Marmite.

Marmite, the iconic ‘love it or hate it’ spread, has been a staple in British households for decades, but new research has revealed that 43% of 18–24-year-olds in the UK have never tried it.

To recruit a younger audience and prevent Marmite from disappearing from breakfast tables forever, the brand is hosting its most unconventional taste test to date in Bristol at a specially created Marmite Dark Room.

Students will be invited to get their hands dirty - and sticky - through this experiential event being hosted on Park Street, designed to expose whether they are lovers or haters.

The Marmite Dark Room will dare Marmite ‘first timers’ to ‘get it on’, taking a bite in a bid to uncover their identity as either a lover or a hater.

The trial has been designed to heighten and tantalise the senses through the power of touch, taste and smell.The no-holds-barred back room is the ultimate place to “experiment” with Marmite. Brave Gen Z participants will be able to get their hands on the spread in a variety of different ways.

With mischievous touches such as toast-dispensing tasting holes and Marmite-y blindfolds, Bristol students will be encouraged to experiment to find their favourite Marmite ‘tasting positions’, with first-hand reactions captured on film.

Playfully named “Marma Sutra” recipe booklets will be gifted to those who ‘pop their Marmite cherry’ at the event.

Marmite is also launching the official ‘Marmite Butty Call’ hot line, delivering Marmite on toasted items to peckish Bristol students. Students can simply call a dedicated phone number and get their order delivered within the hour.

Speaking about The Marmite Dark Room experience, Marmite Brand Manager Laura Iliffe said: “Through this event, Marmite, the ultimate ingredient for tasty breakfasts and late-night snacking alike, is daring First-Timers to give it a try. We’re proud to be divisive when it comes to taste, but you’ve got to try it to become a true lover or hater.

“Through the lens of playful innuendo, The Marmite Dark Room will no doubt appeal to Gen Z’s curious and open-minded attitude, aiming to encourage those who haven’t given it a go, to do so and find their perfect spread. We’re confident that this experience will reveal a new generation of Marmite lovers!”

The Marmite Dark Room will be at Jacobs Clothing Store on Park Street from 11am-3pm on Thursday, October 26.