New Zealand's Marmite fanatics are being warned to ration their supplies of the spread amid fears of an imminent shortage.
Following last February's Christchurch earthquake, Sanitarium, the company which produces the yeast extract in New Zealand, is relocating the country's only marmite-producing factory, putting a temporary stop to production.
Marmite, famed for its 'love it or hate it' reputation, is already beginning to disappear from shelves, with some supermarkets expected to run out of stock within weeks.
However, all is not lost for diehard Marmite lovers. Sanitarium CEO Pierre van Heerden took to national radio to recommend how best to survive the impending crisis.
"With toast, it's a little bit warmer so it spreads easier and it goes a little bit further," he told Radio New Zealand.
Van Heerden also asked consumers to “ration it a little bit, maybe have it only once a day or every second day until such time as we can have full Marmite stocks back out in the marketplace again."
The damaged plant closed in November and is scheduled to reopened this summer. The shortage has been christened 'Marmageddon'.
One relief option, to import an emergency aid package of the British version, will apparently not suffice, as the New Zealand variety is an entirely different recipe. According to Kiwis, Australia's similar spread, Vegemite, would not do either.
With remaining stock now all distributed, the likelihood is that many will have to go without. However, while some may find breakfast empty for the next few months, there will no doubt be many who will delight in the disappearance of the divisive spread.