Vikings defeated! Marmite back on Danish shelves

Importer expects the savoury spread to be back on Danish shelves by September 15

August 22nd, 2014 11:40 am| by admin
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Marmite lovers in Denmark can rejoice as the Danish food authorities Fødevarestyrelsen yesterday approved the risk assessment application of the British spread product that was filed by the Randers-based company Food From Home earlier this year.

The approval ends several years of Marmite woe for Brits and many other internationals in Denmark after Fødevarestyrelsen ruled in 2011 that the savoury spread could no longer be marketed in Denmark because it contained the added vitamin B12.

“Based on the application from 29 May 2014, Fødevarestyrelsen has ruled in favour, in accordance with paragraph 7 of the food product additive order, of approving the product 'Marmite' having added nutrients,” Fødevarestyrelsen wrote in a letter to Food From Home.

READ MORE: Marmite on the brink of a spectacular comeback

Consumers win
Consumer can thank David Darlington, the owner of Food From Home – which has supplied Danish supermarkets with British and American goods for the past 13 years – for spearheading the drive to bring Marmite back to Denmark. He is elated.

“I feel like it’s a victory. The Vikings have been defeated at last in the battle of Marmite,” Darlington quipped to the Copenhagen Post.

“It’s a victory that the British people should have because there are those who can’t live without Marmite. It’s a victory for the consumer; the decision to ban Marmite or not to allow it to be sold was very wrong.”

READ MORE: Life after Marmite: leaving nostalgia behind to reflect changing tastes

US products next
Although Darlington understandably doesn't have Marmite in stock right now, he expects Marmite to be on the shelves of selected Danish supermarkets nationwide by September 15.

Darlington went on to say that his application to sell products containing enriched flour – found in a number of popular US products – was also approved earlier this summer and that he will be looking into importing American products that have likewise been previously banned.

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