British Airways and Marmite have created a limited-edition jar to celebrate the airline’s centenary.
Based on data from London City Airport, Marmite is the most confiscated branded food item at airport security, and launching on 1 May, the centenary jar is conveniently sized to fit within the liquid allowance. Other branded items that did not make it past security are Harrods jams and spreads and Lyle’s Golden Syrup.
To coincide with the launch, 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 British Airways’ travel-friendly version.
Hamish McVey, British Airways’ head of Brand and Marketing, said: “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.”
The partnership with Marmite is the latest in a series of centenary editions in partnership with British brands during its milestone year, which have included a transatlantic IPA from Scottish craft brewers, BrewDog, and 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.
Ian Cowie, director of Customer Operations at London City Airport, said: “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.”