Marmite originally launched its 'Love it or Hate it' campaign in 1996 based on the fact that its breakfast spread polarizes consumers—they either love or hate the product. This campaign has been ongoing for years now, with the brand creating limited-edition packaging to represent the fact that is spread is so divisive.
Now, Marmite is turning to science to see if the reason that a person is either a "lover" or a "hater" may be attributed to genetics. As part of The Marmite Gene Project and DNAFit, 260 British men and women were invited to participate in a study, which is said to indicate several genes that contribute to one's opinion on the spread.
As a tie-in to this project, Marmite also created the Gene Test Kit, which allows consumers to see if they're genetically predisposed to loving or hating the spread.