The Marmite breakfast bar. What an unusual idea. Coming into Marylebone Station this morning, I was offered samples of Marmite’s new savoury cereal bar along with some literature and a coupon. I HAD to document this. What a crazy idea for Marmite!

Years ago, back in Oz, Vegemite brought out cheese singles with vegemite in, after realising most Vegemite-loving Aussies marry the two in a sandwich anyway. It didn’t go down too well. I tried them once and decided they were just plain WRONG! As did most people I knew who’d given them a go. The thing is, Vegemite is a moist spread and cheese is fairly dry. Without the moist spread you’re left with a dry, dry sandwich. No bueno.

So I was intrigued to find out if Marmite’s alchemy of their yeasty spread with normal food is set to go the way of the Aussie Vegemite cheese single. At first the packaging is engaging and eye catching in black and yellow with a smart strapline (one of several versions being ‘hate mornings, love Marmite cereal bars’). Then you open the bar and instantly a whiff of Marmite hits you in the face as you stare at a cereal bar. A CEREAL bar. You need a moment to let your brain catch up with the notion of what you’re seeing and what you’re smelling. A savoury cereal bar. Then you take a bite, roll the cereal around your tongue and munch it down. Wow. It’s Marmite-y.

A few of us around the office had a bite and the general consensus is it’s OK, but a bit dry. Once again, the curse of yeast alchemy. My opinion is it needs cheese. But then, I’m Australian.

Marmite have set up a Facebook page encouraging the public to upload videos of their first tastings of the bar, and to offer their opinion on the taste. On the page, Marmite ask – have we gone too far?

Meh…I don’t think so. It’s not bad.