Marmite is often considered a ‘love it or hate it’ foodstuff, and it seems that many travelers love it: indeed so many people buy a jar while visiting the UK, whether as a souvenir, a gift or to take a taste of home on their travels, that it is the most confiscated brand at airport security. The reason isn’t that Marmite is contraband; rather that the jar is too big for the liquid allowance. In an effort to help save disappointment, British Airways (BA) has teamed up with the Marmite brand to create a limited edition 70 gram jar that meets the liquid allowance, and which will be exclusively available to customers on board all BA flights from May 1, priced at £3.
Based on data from London City Airport, Marmite is the most confiscated branded food item at airport security. Other British branded items that often do not make it past security are Harrods jams and spreads and Lyle’s Golden Syrup. The airport reports that the number of confiscated jars of Marmite increased by 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.
To coincide with the launch of the special jar, on April 30 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 BA’s travel-friendly version.
BA will be releasing further special products as part of its centenary celebrations this year. Earlier this month the airline announced a partnership with Scottish craft brewery, BrewDog, which created a ‘Transatlantic IPA’ for customers and indeed began the brewing process on a flight over Scotland. The airline has also partnered with luxury British watchmakers Bremont on the launch of a new limited-edition timepiece, featuring metal from Concorde.
Ian Cowie, director of customer operations at London City Airport, added: “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 favorite 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.”