London - Marmite. You can love it or loathe it, but do you want to smell like it?

According to British perfume brand Union, Marmite is a surprise hit ingredient in its new £125 (about R1 600) perfume, Celtic Fire.

The company claims that combined with notes of peat, oak, fir and bog myrtle, a fragrance that “speaks eloquently of primordial terrain” ensues — and Selfridges have snapped up the rights to sell it.

So what does it smell like? Well, despite desperately wanting to hate it, it’s smoky, intriguing and rather alluring.

What will perfumers try next? Let’s hope they stay well clear of fish paste. - Daily Mail