A nation is in shock after Tesco said it is locked in a battle with Unilever over a potential 10 per cent price hike.
As it stands, Tesco has admitted it may start to run out of Unilever's brands, which include Dove and Persil. And experts have warned this may not be the last threatened shortage of household staples in the wake of the Brexit vote.
But consumers are only worried about one thing: Marmite. Such is the collective angst about Marmite supplies running out, Twitterers have used the hashtag #Marmitegate to tweet their worries.
Here are some of the most tragic tweets.
Some tweeted their despair
And there was a certain amount of panic
Good morning, we are just panic buying Marmite, there is no room left in the office. Just marmite. Please help we can’t stop.— Dave (@davechannel) October 13, 2016
Some delays and disruption while we panic-buy Marmite #Marmitegate— BadSouthernRail (@BadSouthernRail) October 13, 2016
For some, this was simply about survival
Toughen up Britain.— Nick Ribeiro (@MrMiNiKi) October 13, 2016
Dripping and lard.#Marmitegate
#marmitegate substitutes: Axle grease, Swarfega, compost, Dubbin, Vics Vapour Rub, tar, peat, Castrol GTX...— George Ruskin (@georger52743956) October 13, 2016
Others drew convenient comparisons
The thing is about marmite: 52% of people like it, while 48% of people hate it.— James Harkin (@eggshaped) October 13, 2016
Some looked for opportunity in the midst of chaos
... and some just went full Dad Joke
Marmite is the yeast of our problems #Brexit— David Bradley (@sciencebase) October 13, 2016