That’s the name of Marmite’s new creation and very peculiar it is too.  The latest food innovation from the team is a chocolate bar combining milk chocolate and the nation’s controversial yeast-based spread. And it looks set to divide the nation with many people already claiming it’s just wrong.

Personally, I am pretty excited about trying it – I can’t get enough of chocolate and I do enjoy a bit of marmite-covered toast every so often. However, will the two flavours really go together? Well I say let’s not knock it until we’ve at least tried this new delicacy and can make an informed decision.

At the same time as lunching this controversial new snack, Marmite is also re-visiting its successful pop-up store format and this year partners with Selfridges.  So if you want to get a taste of its new product (or buy a Marmite t-shirt… takes all sorts I guess) then “pop” in to one of the Selfridges stores in London, Birmingham, Manchester and Trafford, which open this week.

I’m a loud and proud Marmite lover – there’s no better snack than a wedge of cheddar dipped into a jar of luxuriously silky dark Marmite, so you can imagine my glee when I read in today’s Metro that Unilever has produced a Marmite Extra Old, also known as XO. Due to hit the supermarket shelves a week today (March 8), XO is a result of a secret blend maturing for 28 days – four times longer than the original product.

The new recipe has been developed with the help of the Mamarati – a secret group of 40 hardcore fans that have expressed their love for all things Marmite flavoured across a variety of different social media networks.

Other fans of the savoury spread can join the new social media group at www.marmarati.org – a website dedicated to Marmite’s loyal fans. Here you can engage in conversation with fellow Marmite lovers and upload videos, poems and photographs of how best to enjoy the strong tasting spread – the most creative posts win one of 200 commemorative jars.

Marmite is the latest in a long line of brands that are using social media to interact directly with their consumers and they’re doing it well.