#Marmitegate is gripping the nation, after a pricing row between one of the world's largest consumer goods manufacturers and Tesco has caused has left the supermarket low on household items - including, yep, Marmite.
Unilever has been accused of "exploiting consumers" amid the falling value of the pound. It's believed to have demanded a 10% price rise, halting deliveries to Tesco when it refused.
Shoppers trying to buy items from Tesco's website on Wednesday were met with the message: "Sorry, this product is currently not available".
If project fear had only thought of this ....... pic.twitter.com/KLEF2sYBUf
-- Laura Kuenssberg (@bbclaurak) October 12, 2016
And people on Twitter are rightly worried... and have taken to calling it #Marmitegate. Whether you love Marmite, or you hate it, it's a tough day out there, everybody.
Some delays and disruption while we panic-buy Marmite #Marmitegate
-- BadSouthernRail (@BadSouthernRail) October 13, 2016
-- Philip Walker (@PhilipW73) October 13, 2016
I'm gonna savour every mouthful of my breakfast this morning. In case I never get it again. #Marmitegate
-- Rachel Hawkins (@ourrachblogs) October 13, 2016
You either love it or hate it. For those who hate will continue their day as normal #Marmitegate
-- Salman Khan (@Bearded_Guy) October 13, 2016
No Europe? Not good. No Marmite? Tipping point. #Brexit
-- Mark Samuels (@mark_samuels) October 12, 2016
Of course, now we know why the Government was going on about how great jam is #Marmitegate
-- Law Geek (@law_geek) October 13, 2016
You might want to take a moment to prepare yourselves, because the stand-off has left the supermarket facing a shortage of other famous brands that we all know and love, including Hellmann's mayonnaise, Pot Noodle and (honestly, brace yourselves) Ben & Jerry's Ice Cream.
Why couldn't Cookie Dough at least have been spared?! *cries*
Not fussed about #Marmitegate but the loss of Ben & Jerrys is a step too far!
-- Alex Dryden (@AW_Dryden) October 13, 2016
I wonder how different the Brexit vote would have gone if people knew Ben and Jerry's was at stake... #Unilever
-- Sarah Livermore (@SJLives) October 12, 2016
Hang on, there won't be any Ben and Jerry's?
Right, that's it, new vote please. This has gone too far. #unilever
-- Scott Reid ? (@scottreid1980) October 12, 2016
Mind you, the move is understood to have hit online sales rather than products in store. So if you head to your local Tesco you might still be in luck - and it seems people could be panic-buying items at risk already...
-- Phil (@PCAK_Law) October 13, 2016
It's thought a number of supermarkets are embroiled in the row with Unilever. Earlier this year they posted profits of around £2 billion for the first half of 2016.
Unilever refused to comment on the dispute. But chief executive Paul Polman warned in June that a vote to leave the EU's single market would increase prices for consumers.
He told Channel 4 that a vote to Leave would mean hikes in import duties on items such as dairy products, leading to price rises that would affect consumers.
Citing the example of Wall's Magnum ice cream, Polman warned about trade restrictions, saying: "Undoubtedly if the UK were to Leave, the conditions will not be as good as if they stay in."
But MPs condemned Unilever, saying the company was using Brexit as an excuse to exploit consumers, and warned it may be damaging its brand.
Conservative MP Sir Gerald Howarth told the Daily Telegraph: "I think it will be very damaging to the reputation of Unilever if they seek to use the fall in the pound to exploit the consumer."
Liberal Democrat leader Tim Farron blamed the Government, saying: "The chaos around Brexit is now hitting our supermarket shelves. This shows the Government don't have a plan or even a clue."
A Tesco spokesman said: "We are currently experiencing availability issues on a number of Unilever products. We hope to have this issue resolved soon."