My Mate Marmite
Okay, so this one’s really going to separate the kids from the grown-ups, the wheat from the chaff, the Transformers from the GoBots. There’s 
probably no greater litmus test for food loves and loathes than Marmite. If you’re not familiar with this foreboding brown spread, Marmite is a strong-flavoured spread for toast and sandwiches first produced in 1902, taking advantage of German chemist Justus Liebig’s discovery that the cells of brewer’s yeast could be extracted and concentrated. Using these techniques the Marmite Food Extract Company set about creating something that would have turned Robert Oppenheimer into a Buddhist monk.
The company, understandably, set up their factory in Burton-on-Trent, a town in Britain that every beer-lover knows is the Mecca of beer. In fact, it surprises me that beer drinkers don’t hold an annual pilgrimage to Burton akin to the Muslim Hajj. I myself have never visited the town, although I do turn to face Staffordshire when I sip my first pint. A great little snippet of fact I often regurgitate is that brewers in Bavaria and elsewhere treat their water with minerals and salts to mimic the properties of Burton’s mineral water, a process known as ‘Burtonization.’ But it was, of course, the perfect place for Marmite to set up their brewer’s yeast-based base of operations.
And so, for more than 100 years, Marmite have given us a product that has firmly cemented itself on the British psyche, despite people’s opinions of it truly ranging to the polar opposites. Marmite themselves ran an advertising campaign over several years declaring that we will either love it or hate it. You might imagine that a company declaring that 50% of people will hate their product is commercial suicide but in Marmite’s case it is very shrewd thinking, being true beyond argument.
One of my oldest friends, Bowlhead, (not his real name, you understand) delivered me a Marmite recipe. He swears that a diamond cubic zirconium in the rough was served up to him by his grandparents on Merseyside, back then a part of Lancashire. A dish, very aptly titled, ‘Cheesy Frizzles,’ might well resemble Cheese & Marmite Eggy Bread, which is essentially what it is. No matter what the name, I gave it a go by sandwiching a slice of cheddar cheese between two slices of white bread, a thin pellicle of Marmite smeared upon one, cut into neat triangles and dipped into beaten egg and cream before pan frying on both sides until golden brown. What the hey, a perfectly decent snack. Actually, I think I overestimated my manliness by spreading both slices of bread with Marmite making the whole thing a little too, Marmitey?
I’m sure I’ve managed to wholly throw the dogs off the scent with this post, so I’ll leave you with Paul Martin of the BBC smash hit, ‘Flog It!’ to tidy things up for me. He takes us to the Burton factory and has a very interesting discussion with Robert Opie, an expert on brand history. It took me an eternity to figure out how to edit and upload a video to Youtube, so you will bloody-well enjoy it!
Nutritional info: Marmite is not gluten-free and may contain traces of evil.
GDave
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GDave,
I’m afraid I fall into the camp of ‘haters’…. which surprises me a bit since I love all things soy and tamari, yeasty pastries and fabulous bread. As a brand it’s a real winner though and at least half my extended family love the stuff. There can’t be many brands whose logo or ingredients and packaging have stood the test of time, a very difficult task for all manufacturers. Incidentally I also admire the branding of Tate & Lyle’s golden syrup…. I keep a tin as a pencil holder (perhaps I should have taken the contents out first
) and would much rather spread that on my bread than the more healthy Marmite.
Cid
Comment by Cid − on Aug 12, 2009 at 10:45 pm
Cid,
You’re so right, Tate & Lyle is a fantastic example. My Mum has a tin of that in her baking cupboard without fail, and has done for longer than I’ve been around. Syrup tart and ice cream was and is a firm favourite with my family.
The chap in the video has got me wondering whether I shouldn’t pick up a few bits of brand memorabilia from eBay and elsewhere, just to dot around the flat a bit. I’m sure he had a similar thought shortly before becoming a fanatical collector.
GDave
Comment by greedydave − on Aug 13, 2009 at 12:03 am
I’ve been over-the-top busy lately — not much time for blogging around. But I must say, it’s always such a delight to stop by here and have a good laugh at the end of a long day (or have a good laugh to start my day).
Marmite? Never heard of it, but it sounds a bit like a religious society. You know, those tightly-knit, break-away English Puritans — the Marmonites.
Sounds pretty healthy, although luckily I’ll have to pass because of that gluten thing. And the bread, can’t have that either. Guess I’ll stick with my Nutella and flax crackers. Nutella comes in jar that is uncannily similar to your Marmite spread.
Love your video choices, GDave. Very entertaining.
Good one all around. Now I can end my day with a smile. Thanks!
Melissa
P.S. Cid, how is the kitchen coming along? I’m anxious to see the end result. I’m sure it will be charmingly eclectic. And how are you holding up under the renovation stress? I see you’re over here at GDave’s getting a good laugh as well!
Comment by glutenfreeforgood − on Aug 13, 2009 at 3:44 am
GDave,
Branding and style, now there’s a meaty subject. I was recently caught lecturing certain members of my family about the whole ‘dated’ look as they refer to it. I’m not much of a fashion follower, I like style in general from all eras. For some time now I’ ve been trying to tell my father that an avocado suite, floral bathroom with long pile carpet was never that stylish in the first place
Getting back to Marmite…. how much is good product design and advertising due to highly skilled/paid marketing companies? It looks easy especially when we see a jar of Marmite…. simple use of colour, shape and messaging, but I doubt I’d be any good at it…. for a start the public would get sick of the sight of Colin Firth’s face on all my products
Cid
Comment by Cid − on Aug 13, 2009 at 10:41 am
Melissa,
The kitchen is painfully progressing. At the moment it’s plaster dust city but I am assured things will get better. Old houses are trouble guaranteed and around every corner there’s a horror story… having said that my old pile of bricks have revealed so much disaster in the past that very little shocks me now.
Of course I’m only doing this so that you and the gang can come on over and sip a cup of tea in relatively civilized surroundings
Cid
Comment by Cid − on Aug 13, 2009 at 10:48 am
Cid — where is GDave? Oh, I hope he’s not hiding from us.
Well, I look forward to that cup of tea. I’m sure your “old pile of bricks” is oozing with charm. I can’t imagine otherwise.
And GDave — I hope we haven’t run you off to the brew pub.
Melissa
Comment by glutenfreeforgood − on Aug 14, 2009 at 3:25 am
Melissa,
Hi there! Glad you enjoy stopping by. I’m sure it’s only a fraction of the enjoyment I get reading yours. I love the new religious order of the Marmotines though I’m not sure I’d want to join. Secret handshakes, one trouser leg rolled up passed the knee and an overwhelming smell of yeast extract is not my bag!
My blogging around has been seriously lacking and I’ve really neglected this place over the last few weeks. I have a little break from work coming up after tomorrow and I fully intend to get back to the things I enjoy. (The brew pub definitely being one of them!
)
GDave
Comment by greedydave − on Aug 14, 2009 at 2:58 pm
Cid,
I’m no follower of fashion either and design certainly isn’t a strong point. We undoutedly owe some credit to the marketting men (and women) for keeping our great brands ticking over, although in Marmite’s case a quirky glass pot and a yellow lid proved far more effective than any multi-million advertising campaign ever would. Personally though, I’d like to think unsusceptible to the hard sell. Commercials are merely there to raise my awareness of a brand so I can make an informed choice.
Again, all the best with the kitchen renovations. Dusty building sites are one of the least pleasant environments, but I’m looking forwards to our gang’s evening tea and macaron soirées.
GDave
Comment by greedydave − on Aug 14, 2009 at 2:59 pm
Hurrah! I hadn’t looked in on your site for a while as you’d not blogged for a month, then I look back and you’ve been here every week since publicising the Frizzles. Jolly good show!
Comment by Bowlhead2000 − on Sep 20, 2009 at 10:08 am
Thank you kindly, Mr Bowlhead,
The lull was due to something of a kitchen disaster, more of which I’m sure I’ll have to get used to. But yes, the frizzles, Marmite on one slice is definitely enough!
GDave
Comment by greedydave − on Sep 21, 2009 at 9:07 pm