“A Tale of Two ‘Mites…”
I saw a jar of Marmite at the grocery store, and I was like, “MARMITE! I should look into that!” Then I began to fear the hate mail that would surely follow from Vegemite fans. I decided that the obvious solution was to feature these yeasty buddies in a two-part post, and we’d all be better for it. Buckle up, it’s going to be an exciting ride.
Part One: Marmite
Marmite, for those of you who don’t know, is a dark, sticky goo made from yeast. It’s generally spread on buttered toast. One reviewer said that “It tastes like salty beefy fermented soy sauce.” So…basically an umami-rich salt spread? Amazing! Other reviewers said it was “fishy” and “doesn’t taste like food,” which is a bit less encouraging. Love it or hate it (that’s the slogan, by the way) Marmite is important to British cuisine…but how’d that happen?
Justus von Liebig is the man who made Marmite possible. He’s widely considered to be a principal founder of organic chemistry, but he was also wild for nutrition. He developed a healthy baby formula, a meat tea to nourish the poor, and most importantly for this story, he found out that you could concentrate brewer’s yeast, bottle it, and eat it.
A few years after his breakthrough, an international team of enthusiastic fellows got the idea over the finish line. Frederick Wissler, George Huth, and Alexander Vale, found that they could take spent brewer’s yeast from the beer-making process and create a rich, flavorful spread. It was recycling! It was inventive! It was a symbiotic sensation! In 1902, the first Marmite factory opened, sourcing their yeast from the nearby Bass brewery. The spread caught on quickly (probably because it added a lot of flavor to food cheaply) but an even bigger selling point was on the horizon: vitamins!
By 1912, there were several discoveries involving micronutrients, and the general consensus was that human beings needed some small amount of these to maintain their health. Scientist Casimir Funk (which is an amazing DJ name) called them “vitamines.” And you know what marmite had an awful lot of? You guessed it. Vitamins. B Vitamins, to be exact. Now Marmite could be sold not just for flavor, but also for health. It could be used to treat certain kinds of anemia and malnutrition! Take that, jelly!
In 1914, Great Britain began fighting in World War I, which meant that many British troops were standing around in stinking trenches full of water under heavy bombardment. The circumstances were horrific. To help with morale and to stave off nutritional deficits, Marmite was included in rations for the soldiers. I’ll say here that our brains process emotion pretty close to where they process taste and smell, so memory and food go hand in hand. Giving soldiers something to eat that they loved at home was a very good idea.
It’s a mistake, however, to imply that all British folks love Marmite. (Remember that “Love it or Hate it” slogan?) It actually appears that equal numbers of folks love and hate it. The rest don’t really care. Fair enough. Like most things, it’s pretty easy to tell if you like it: just try it! OR, you could make it much more difficult and newsworthy, which is just what Marmite’s ad agency did in 2017.
For this campaign, Marmite worked with scientists to develop a genetic test that would tell if someone was a “lover” or a “hater.” A quick cheek swab could be analyzed and tell you if you had the Single Nucleotide Polymorphisms that predisposed you towards enjoyment of the spread. The research was basically just done for a funny ad campaign, but it also showed that although certain flavors might be pleasant or unpleasant to us (I’m looking at you, cilantro!) our circumstances can overcome our tendencies. It also showed that the British have a great sense of humor about their strange foods.
In closing, always remember that while Britney Spears loves Marmite and Madonna hates it, Men at Work are Vegemite all the way…
Join us next week for the thrilling final installment of the Tale of Two ‘Mites.
