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CS045 - Edition 2,000
Marmite
In 1902, the same year as the coronation of Edward VII, the Marmite Food
Extract Company Limited started its life as a public company and
national institution. Having negotiated the acquisition of the patents
for health-giving yeast extract, the directors set up a small factory in
Burton-on-Trent, where the all important yeast was readily available. It
took a couple of years to perfect the recipe. Even so, the MARMITE brand
was awarded two gold medals in 1903, one at the Universal Food and
Cookery Exhibition and the other at the Grocery Exhibition. The
popularity of MARMITE yeast grew steadily and in 1907 a new factory
opened at Camberwell Green, London. By the outbreak of the First World
War, MARMITE was an established brand, recognized for its nutritious
properties. It was thus ideal for the troops serving overseas in
combating the outbreak of beri-beri and other deficiency diseases.
MARMITE had been sold in small earthenware pots from the outset, but
towards the end of the 1920's plans were drawn up to switch to glass
jars with metal lids. Why the now familiar shape of jar was chosen is
not known, but it certainly added a distinctive appearance to accompany
the distinctive taste of Marmite. Although the shape of the label had to
be adapted to the new jars, the overall format of design continues with
few modifications. In fact even the original simmering stew pot remains
on the label to this day. There was a major advertising campaign during
the 1930's to promote MARMITE further. Central to this promotion was the
use of characters whose faces incorporated the word "good" or
“goodness”. This theme was used on giant hoarding posters and display
cards for shop windows, on brochures, recipe books and even paper bags.
