This is a story you are going to love, or perhaps hate, depending on your tastes. The traditional British yeast spread Marmite, you either love it or hate it, has teamed up with British Airways for a special edition of the dark salty spread. The limited-edition jar has been introduced to help celebrate the airline’s centenary, launching on 1st May.
Based on data from London City Airport, Marmite is the most confiscated branded food item at airport security. Other branded items that did not make it past security are Harrods jams and spreads and Lyle’s Golden Syrup. Therefore they've designed the centenary jar in conveniently sized to fit within the liquid allowance.
London City Airport has seen deserted jars of Marmite increase 50% in the first three months of 2019, from four to six jars a day, and the airport forecasts it could seize over 2,000 jars this year alone. British Airways customers can now get their Marmite hit when away. The special edition spread will be exclusively available to customers on board all flights from May 1. The jar weighs 70 grams so if they do not get through it on holiday they can safely take it through security as it falls within the liquid restrictions.
To coincide with the launch, tomorrow, April 30th London City Airport will be holding an amnesty at its security gates, giving all customers the chance to swap their over-sized, prohibited jars of Marmite for British Airways’ travel-friendly version.
Hamish McVey, British Airways’ Head of Brand and Marketing, said: “It’s clear that customers like to enjoy their favourite brands like Marmite while travelling or when they’re abroad. We work with some of the best of British to bring them to our customers on board our flights and now, in our centenary year we will have even more brands alongside Marmite that our customers can enjoy.”
British Airways will be releasing a series of centenary editions in partnership with British brands during its milestone year. Earlier this month the airline announced a partnership with Scottish craft brewers, BrewDog, who have created a transatlantic IPA for customers and in a world first brewed the beer on a flight. The airline has also partnered with luxury British watchmakers Bremont on the launch of a new limited-edition timepiece, featuring metal from one of the most famous and iconic planes in history – Concorde.
Ian Cowie, Director of Customer Operations at London City Airport, said: “With 4.8 million passengers travelling each year through London City Airport, many of whom are returning to the continent or heading on holiday, it’s little surprise that Marmite is such a treasured item and demonstrates just how loyal Brits are to their favourite brands. Whether you love it or hate it, we’re looking forward to ensuring passengers can continue to get their Marmite fix. For any other liquids, pastes and gels over 100ml, it’s best to pack them safely in the hold."
As part of British Airways' £6.5 billion investment for its customers, British Airways also recently revealed its new business class seat and introduced changes to its First, World Traveller Plus and World Traveller cabins, delivering exceptional new restaurant-style catering from Do&Co. British Airways is also rolling out industry-leading Wi-Fi on board, opening new lounges across the world and launching 15 new routes.
(Photo British Airways)
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