"I've tried the alternatives but they're just not the same, so I've had to have jam or peanut butter on my toast, " consumer Robyn Lonergan told Agence-France Presse news agency.

BBC: 'Marmageddon' over as New Zealand shops restock Marmite

It is not just about having bread - it's about having butter and, occasionally, a dollop of jam too.

BBC: Do you live above the bread, butter and jam line?