British Airways and Marmite have teamed up to create a limited-edition jar to celebrate the airline’s centenary. As Marmite is the most confiscated brand at airport security, the centenary jar size conveniently fits within the liquid allowance
It is clear Brits travelling abroad cannot go without the 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.
The airport saw deserted jars of Marmite increase by 50% in the first three months of 2019, from four to six jars a day, and forecasts seizures of over 2,000 jars this year alone.
British Airways customers can now get their Marmite hit when away. The special edition spread is now exclusively available to customers on board all flights. 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.
Hamish McVey, British Airways’ Head of Brand and Marketing, said: “It’s clear customers enjoy their favourite brands like Marmite while travelling or abroad. Now, in our centenary year we will have even more brands alongside Marmite for our customers to enjoy.”
British Airways will be releasing a series of centenary editions in partnership with British brands during its milestone year. Partnerships include Scottish brewers, BrewDog, and luxury British watchmakers Bremont .
Ian Cowie, Director of Customer Operations at London City Airport, said: “With 4.8 million passengers travelling each year through London City Airport … Marmite is 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.”