The singer revealed his love for the savoury spread last year on Instagram and now he has been immortalised on a new label, inspired by Terry O’Neill’s iconic 1973 Feathers portrait.
The Your Song singer said of the unlikely collaboration: “Whether it’s through the work of my foundation or connecting with my fans on the road, I’ve always been about spreading love over hate, and I’m happy to do just that with my limited-edition Marmite jar.
“Every jar purchased will also support those most at risk of HIV/AIDS through the work of the Elton John AIDS Foundation. What’s not to love?”
The limited-edition jars are set to hit shelves exclusively in Sainsbury’s on November 2 – and not only does the collaboration mark Marmite’s 120th birthday but also the music icon’s 75th birthday, as well as the 30th anniversary of his foundation.
Priced at £2.65, 50p of every jar sold will be donated to the Elton John AIDS Foundation, established in 1992.
The charity has reached more than 100 million people with HIV/AIDS education, prevention, treatment, and support, funded more than 3,000 projects in over 90 countries, and raised more than $525 million for HIV/AIDS grants globally.
Georgina Bradford, nutrition marketing director at Unilever, said of the collaboration: “Our toast-topper is known for having a raft of famous ‘Marmy Army’ fans, but we couldn’t help but be impressed by Sir Elton’s extensive Marmite collection when he posted it on social last year, so we decided to bring together two true icons and raise money for this important cause.
“Both Marmite and Sir Elton are no strangers to offering up a bold new look from time to time, so there’s no denying this rockstar jar will have shoppers dancing down to their supermarket to snap up this limited edition featuring the two legends whilst raising some money.”