Marmite is a sticky, dark brown paste with a distinctive, salty, powerful flavour. This distinctive taste is represented in the marketing slogan: "Love it or hate it." Such is its prominence in British popular culture that the product's name is often used as a metaphor for something that is an acquired taste or tends to polarise opinion. Marmite is commonly used as a flavouring, as it is particularly rich in umami due to its very high levels of glutamate (1960 mg/100g).