MARMITE, Magnum ice creams and Pot Noodles are facing the axe by food giant Unilever, its boss said yesterday.

In a bizarre threat to some of Britain's favourite treats, chief executive Alan Jope warned brands that don't have a "purpose" could get the chop.

3 Marmite could be pulled from shelves if makers Unilever can't market it as a product with a 'purpose', the company's boss said Credit: PA:Press Association

3 Magnum, advertised here by Kendall Jenner, is another popular product that could be scrapped because of its apparent unsustainability Credit: Magnum / PA

They also must meet company "sustainability" targets in order to save them being potentially pulled from shelves.

Other Brit staples like the range of Bovril products are among those that could be scrapped - even if they're popular and making money.

Scottish-born Jope, who took over the multinational company in January, said only brands needed to "contribute meaningfully to the world or society" are safe.

Jope, 54, added: "Principles are only principles when they cost you something."

3 Bovril is also made by Unilever - and could also face the axe Credit: PA:Press Association

COULD DISAPPEAR FROM SHELVES

His comments will fuel fears that popular products could disappear from supermarkets.

Experts say that it could also signal a potential break-up of the Anglo-Dutch group's business - which had a turnover of £45billion last year.

The company has put its focus on its 28 so-called "sustainable" flagship brands out of its total range of 400.

Among the trophy products are Dove, Hellmann’s, Knorr and Persil - with the 28 now accounting for 75 per cent of Unilever sales.

Jope's comments came as he updated investors on Unilever's performance in the last financial quarter.

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Operating profits were up slightly at €4.6bn (£4.1bn) - but fell short of analysts' expectations of €5bn (£4.5bn).

Unilever traces its roots to 1871.

It was created through the merger of Brit soapmakers Lever Brothers and Dutch business Margarine Unie in 1930.

Marmite is changing its receipe – but it’s for a good reason

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