Squeeze Me, Lick Me.....

Before I begin, let me say a big THANK YOU to Marmite for sending me a "pre-release" Squeezy Marmite.

First thoughts

Whilst I was waiting for my Squeezy Marmite to be delivered, I had one overriding thought and one concern. The thought was "Will Marmite be squeezeable?". My concern was that in the dawn of time, there used to be a program on TV called "That's Life". When Heinz annouced that they would be introducing squeezy Tomato Ketchup, That's Life made a huge song and dance about loosing the glass bottle and created all sorts of fears for a beloved product. As it happens, today we still have Ketchup in glass bottles and also in plastic.

First Impressions

Ripping open the jiffy bag I found the new look Marmite. GOOD NEWS!!!! It looks like a Marmite Jar, only plastic. Okay, there is one thing I should mention, it is a Marmite jar sitting on its head. What a good idea. Not only that, there is a bit of humour about the product as instead of being branded with the Marmite logo, it has "Squeeze Me" instead.

Due to it's design, the Marmite will always be in a position to be squeezed out. We all know that Marmite isn't the most viscous of substances, and this was my real worry. Have no fear, good design and instuctions on the back which tell you not to keep squeezy Marmite in the fridge will ensure that "Squeeze Me Marmite" will work as advertised.

Turning the "jar" around, you get the Marmite logo and instructions! As mentioned previously, the first is; "The fridge makes me chilly, NOT squeezy." The second is; "This way up, [with an arrow pointing up] or I get dizzy, not squeezy." Bold words are as they appear on the jar.

Oh yes, the "Squeeze Me Marmite" I got is 200g.

Taste test

Tastes just the same.

Second thoughts

It did occur to me that the "Squeeze Me Marmite" might contain different ingredients. You know what, it does. Between the Spice Extracts and the Riboflavin is "(contains celery)". Now, I checked two new jars of Marmite and neither one had celery listed. It could be that celery has been added or that celery has been there all the time and is now going to be listed. Make of it what you will. [Update: Celery is definately a normal ingredient for Marmite]

There is also a shelf life of about a year which seems to be shorter that glass jar based Marmite. I also wonder how squeezy it will be in a years time. Another thought is that when you are about to run out of Marmite, usually you start scraping it out with the point of a knife to get every last bit. How do you do this with a squeezy jar? Two seconds of thought later brings me to the lightbulb moment! Unscrew the top. Duh!

Think of the possibilities

You can put it on toast, but thats not a reason to embrace "Squeeze Me Marmite". Let me enlighten you.

First off, you can take it travelling. It's less wieght than a jar and won't crack or smash. Trust me, this is important because opening your luggage to find Marmite smeared over your clouths instead of your breakfast is not the greatest thing in the world.

Being squeezeable, you can now eat Marmite one handed. Flip open the lid, tilt your head back and squeeze. Marmite without the middle man.

Considering that one handed comsumption is now possible, remember 9 1/2 weeks? Replace fruit with "Squeeze Me Marmite" and you'll be licking it off your partner (see the exclusive poll on this website) in wild abandon.

It also dawned on me that the new logo is ideal for tattoos ;-)

Final thoughts

What can I say? "Squeeze Me Marmite" looks like Marmite, tastes like Marmite, just in a squeezy jar. Perfect.

More Marmite Love & Hate

Find out more about the loves and hates of Marmite, Browse the Marmite Article Archive.

YEAAAAAAAAAAH! Now all my luggage allowance won't be taken up with jars of Marmite when I do my annual trip to the UK! Sheeeeesh I might have to start bringing presents back for orher people.. Hmmmm! On the other hand,I WILL be able to carry MORE Marmite:-) Lucie Israel You can't buy it in Farnham or Guildford sainsburys, waitrose, tesco etc Jess I will be sticking to my glass jars, thankyou very much! Something like tomato ot brown sauce which you need in large quantities is fine for squeezin'; but the thin spreading work of marmite demands a more delicate container. fickle As a Marmite hater I really can't think of anything worse. If Marmite wasn't bad enough you have to go and make it easier to use. My only option will be to leave it cap up in the fridge or maybe fill an empty jar with black treacle. Little Moo As an early adopter of all things squeezy (Ketchup, HP, Mango Chutney etc.) this is a welcome addition and a fantastic idea. My dilemma now is whether or not to finish my current large glass jar before trying squeezy.... My only concern is that my marmite-hating better half will heed and contradict the instructions and leave it cap-up in the fridge to spite me. Perhaps I need to lock the kitchen. Big Moo Uurggghh. What a nasty cheapskate thing the new squeeeezy Maaarmy is. Awful Andrew Preston Somerset This debate seems to be dividing the nation. Another elaborate stunt from the 'love it or hate it' PR machine? glass all the way for me... claire Marmite is my spread of choice for toast and baked potatoes. When the jar is pretty much empty, I fill it with boiling water and shake it up to make a great stock for cooking. But I have three concerns about this new product: 1. It strikes me as an attempt to add value to the product by using a gimmicky but intrinsically unsustainable and unrecyclable form of packaging. 2. How will I use up the last traces of my marmite? I can't very well swill boiling water around a squeezy tube. 3. I might be wrong, but people who like marmite will buy marmite won't they, regardless of the container. My wife, who hates marmite, won't suddenly start eating it because it's in a jokey pack. Any views? jonnya London it great brand new style sqeeze marmite, I have already bought sqeeze me marmite in sainsbury. so i will test that one if perfect use quickly... it easy use sqeeze marmite for kids cos so safety not glass marmite will broken to danger for kid.. it great idea with sqeeze.. luv Amanda amanda kent Ohhhh.... I love a good squeeze!!! Kate H Zumerzet Squeezy marmite is fantastic, having just finished the first jar i'm thinking of transfering marmite from the glass jar to the plastic jar because of the experience! excellent idea i love it... Ian To hell with marmite, god bless those tits! Ryan On A Hill The first bottle of Squeezy Marmite is out on EBay now. Eight dollars and climbing... Doug the Curator Missouri USA I like the idea of the lighter jars, as it will be cheaper to get it posted out here from Blighty. However I don't really inderstand what the point of making it runny is. I've never had a problem with getting Marmite onto my toast. I am also slightly concerned about the shorter shelf life, don't know why, it never lasts a week in my company anyway. Samh Hawai'i where can i buy it i love marmite! tried waitrose sainsburys etc e mail asap xx tamara surrey where can i buy it i love marmite! tried waitrose sainsburys etc e mail asap xx tamara surrey squeezy marmite is actually really good exactly the same as the old stuf and when you stop squeezing no mess awesomme! andy swindon I do wish people would find out all the facts before complaining!!! Marmite will be available in BOTH squeezy plastic AND a glass jar, it WILL NOT be changed or thinned down! If you don't like it, don't buy it, stick to the glass jar - it's really not that difficult!! Zoe I am horrified to read of runny, squeezie Marmite What is the point of spoiling the most delicious breakfast, just for the sake of change. It will now probably slide off the chocolate biscuits I have silver top for mine and I buy dozens when in England as it is difficult to get here. If people want runny - buy one of the other 'mites Jane Maurin great what more can i say.we get marmite on and in hair/doors/hands/ and some times on the bread. But were and when can i get it. we drop a jar a month were the lids dont go on.its great wendy foskett wendy foskett hemel hempstead Does it taste watered down at all? not that i am too bothered, i had not considered the possibilities of 1-handed marmite consumption. this is going to be beautiful Ron Cornwall My sample of Squeeze Me Marmite arrive in the post today; I was very pleased to see that they have kept the jar shape, but I still prefer the traditional glass jar. All in all a great idea!:-))) Squeezie-me! Northants I was horrified when I heard about "squeezable" marmite, but having read the review, I am now quite intrigued....I wonder how I can get hold of a jar? Kate Leeds Seems interesting. =D Marion I am appalled by the news of the proposed "squeezy" marmite. My first act has been to go and stock up on the larger sized jars - which of course swells the coffers of Unilever Bestfoods. I am not convinced that they will be able to replicate the taste or consistencyof the current product- both of which are intrinsic to the lifelong appeal of the original . The mini hotel samples are a pale imitation in my opinion after 50 years of regular consumption. Its like expecting me to enjoy Bovril!!! Anne T. Hertfordshire Can't wait to try the new jars: they will be excellent weight for taking to Australia in my 'food parcel' for my son at Christmas! Margaret Swindon, Wilts wooo my marmite squeezy bottle arrived the other day and it was great! it squeezed fine, looked great and tasted like ye good olde marmite! so i would give it 10/10 justine west midlands I am really horrified that marmite is going to be in a squeezy bottle. The whole experience of scooping marmite out of a jar, old toast crumbs and all, is part of what marmite is all about. It just won't be the same. Helen Coleman Derby I'm witholding judgement for now, but I'm pretty sure they did mess with golden syrup - I've got a strong feeling that came in a squeezy bottle at one stage. Holly London Marmite is Marmite, no matter what container it arrives in. Do people refuse to eat Marmite at a hotel cos it only comes in little plastic blisters? I hope not. Plastic jars and bottles ARE recyclable, so thats one wory out the way. matt Marlow. I think it's horrible to change a lovely glass jar for cheap plastic! It's very sad. Something so well designed and packaged, in such good taste and fine detail, which hasn't been changed for 104 years to suddenly be so unpresentable? What is the world coming to? If this is the case, I will never be buying Marmite again unfortunately. Marcela Ashley London Sorry to be so shockingly unethical, but I don't think I've ever recycled a Marmite jar. Sorry... mat The points made about plastic jars (=more landfill but less cost to produce) are excellent. Besides the issues about vegetarians being more likely to be interested in green issues, an important part of marmite's appeal must be its constant appearance. Mess with other jars, but not marmite's! Nobody appears to have messed about with the golden syrup tin in the last 100 yeas do they?! jas It pains me to say it, but I am going to boycott any Marmite not in a recycleable glass jar, even if it means I won't taste Marmite again. The marketing guys have got this soooo wrong. I would bet that a lot of Marmite customers are vegetarians looking for a meat-stock substitute in their cooking. We veggies are also more likely to be into green politics and living. Buying Marmite in a plastic container just wouldn't fit into this lifestyle. The idea might be to move to plastic because it is cheaper to produce than glass (but not ecologically cheaper), therefore equals more profits. Wrong, because they'll lose a lot of their customer-base. Boycott the squeezie! Serenissima Nottinghamshire I was just trying to find a way to bring Marmite on a bicycle tour and this may be the answer. Now, if I can just find it in New York. Also, I have a jar of marmite that lists celery extract as an ingredient. It was bought in London last year. Stacey New Jersey, USA Marmite has always been in a glass jar any other way is just is not marmite and an insult to true marmite supporters.It is not envoirmently friendly to use plastic jars.A complete outrage we will not be buying marmite in its new format. the cook family Leighton Buzzard Beds LU7 4SQt