Yeah, it's meant to just shade the toast a light brown colour.
I had some marmite when I studied in the US. It's the English version.
My flatmate asked me what it was and I told him you put it on toast for the best results.
He smeared it on like Peanut Butter.
Even the UK adverts are great and admit it with the tagline "You either love it or hate it". In one, the girls runs into the kitchen during commercial break and has a few bites then rushes back in. You see through the dorrway over the back of the couch and watch her go to kiss her boyfriend, he just splutters and starts with the spitting sounds.
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