When I first started going out with my non-Uk-partner, and they were looking after me during some illness or other, I asked for some Marmite on toast. They had not heard of it and curious, licked the knife afterwards, and was not impressed with the sharp taste. But about twenty minutes later, found themselves licking their lips, going, hmm - and made themselves some Marmite on buttered toast, where its flavour really shines. Total Marmite addict now.