My ex (British) first gave me some (Marmite) spread on a piece of bread, singing it's praises. Exclaiming it wasn't as good as the Bovril brand but an excellent substitute.
Now I'd never heard of either before, so trusting my love, I took a big bite.
I could not spit it out fast enough... I was expecting SWEET not SALT - something like Nutella, as that is what it looked like! Salty was so shocking! I never touched the stuff as a spread on toast/bread or as is.
But I did use it for flavourings in gravy/stews etc.