Marks & Spencer's brand-new 3 Cheese & Marmite pizza has rapidly become one of the supermarket's most coveted items, with daily sales on track to surpass the classic Margherita in under a week.
The divisive spread's latest collaboration with the retailer has captured shoppers' attention since arriving on shelves, marking an unexpected shift in pizza preferences.
The hand-stretched and stone-baked creation combines the polarising yeast extract with three cheeses, creating what the retailer describes as an "iconic cheesy-savoury collaboration" that challenges traditional pizza choices.
The rapid sales growth suggests Marmite enthusiasts are embracing this unconventional topping combination with remarkable enthusiasm.
Almost instantly, the pizza has become a social media phenomenon, generating more than 10,000 likes, comments, and shares across Instagram and Facebook.
Customer reactions have been overwhelmingly positive, with one shopper declaring it "the best pizza ever – fact" after trying it on their way home.
"That pizza's calling my name!" wrote another enthusiast, while another told the M&S bosses: "You have outdone yourself."
The excitement has extended beyond just the pizza in social media comments sections, with customers expressing excitement for the entire M&S x Marmite collection. "Marmite range? Take my money. All of it," wrote one delighted customer.
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|One Marmite enthusiast called it 'the best pizza ever – fact'
The £6 pizza features layers of creamy Marmite béchamel sauce topped with melting mozzarella, sharp cheddar and nutty Red Leicester cheese. It's suitable for vegetarians, offering an alternative to traditional Margherita or vegetable pizzas.
M&S uses speciality '00' flour for the base and allows the dough to slow-ferment for 24 hours, resulting in a crust that's crisp on the outside and chewy on the inside.
Savvy shoppers can enjoy the creation as part of M&S's Pizza Night Dine In offer, where customers can purchase two pizzas and two sides for £12.
The new pizza is part of M&S's celebration of five years of collaboration with Marmite, which includes four new products launched this summer.
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|'Marmite range? Take my money. All of it'
The anniversary range features It's Mac & Cheese & Marmite (£3.75), It's Mac & Cheese Bites & Marmite (£4), and It's Cheddar Sausage Rolls & Marmite (£3.80).
These new additions to the M&S x Marmite collection are available in M&S Foodhalls and on Ocado.com, expanding the options for fans of the distinctive flavour.
Lead product developer for meals at M&S Food, Sarah-Jane Large, said: "Whether you love it or hate it, Marmite is undeniably the most iconic British savoury spread and one we know our customers love in combination with creamy, cheesy dishes.
"Perfecting these savoury sensations required a great deal of time and expertise to get the balance of flavours just right, and we tasted hundreds of different versions to find the exact right percentage of Marmite in every bite.
"Over the past five years, our teams have worked together to create some brilliantly imaginative launches to satisfy shoppers' savoury cravings, combining that high quality and innovation that M&S Food is known for with the popularity of Marmite – after all, these are two of the nation’s best-loved brands.
"We can't wait to see what people think of our first sweet Marmite collaborations when they launch later this summer."
After tucking into M&S' Marmite range, shoppers can enjoy a brand-new sweet treat. In a high-street first, the supermarket now serves up a "game-changing" cookie selection.