British Airways spreads its wings with limited edition Marmite
British Airways and Marmite have teamed up to create a limited-edition jar to celebrate the airline’s centenary, launching today, 1 May. As Marmite is the most confiscated brand at airport security, the centenary jar is conveniently sized to fit within the liquid allowance.
For Brits travelling abroad, it is clear they cannot go without the British spread that has divided the nation since 1902. 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.
London City Airport donates the majority of confiscated food items to a local charity, Community Food Enterprise (CFE). Since the partnership started in April 2017, the charity has distributed three tonnes of items to 16 smaller charities in East London, to ensure the confiscated items can help vulnerable people locally.
The 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 today. 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.
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.
Hamish McVey, British Airways’ Head of Brand and Marketing
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.
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.
Ian Cowie, Director of Customer Operations at London City Airport
Global Travel Management managing director Scott Pawley commented on the latest British Airways celebration product.
Everyone at GTM would like to wish British Airways a fun and successful centenary year.
Like British Airways, we recently celebrated an important anniversary. But, instead of just using the yeast extract by-product from the brewing industry, we went one stage better: we brewed our own anniversary ale, Globe Trotter.
So, whether you like your toast spread with Marmite, or you prefer to drink a toast of golden, bottle-conditioned craft ale, we’d like to say: cheers!
