Marmite, the dark brown food spread known for its distinctive and powerful flavour is asking consumers to help create a new, extra-strong variant of the brand by forming an online secret society.

The Unilever-owned brand said that the product will be launched exclusively through social media channels such as Facebook, Twitter and blogs. The secret society, the Marmarati has invited around 40 consumers who have expressed an affinity for Marmite on social networks to join in helping create the new product.

“With thousands of Marmite fans regularly talking about Marmite online, we felt it only right to get them involved in the launch of this new product, which is being developed just for hardcore lovers,” said Tom Denyard, marketing manager for Marmite.

Other fans and consumers of the spread will also be able to participate in the fun and will have a chance to try the newer, stronger variant of the spread before it hits store shelves by uploading their own content including video, photographs, comments or poetry, all to prove their love for the brand.

The Marmarati website is collecting submissions and has included a Twitter stream and gallery for visitors to find inspiration or simply see what other participants are saying about the brand.

A round of public voting will be followed by a final and careful selection of the Marmarati themselves based on an obvious display of love and creativity. Those who succeed will receive one of only 200 commemorative jars containing the new prototype stronger, more mature Marmite.