Marmite wants to hypnotise its biggest haters to turn them into fans.
The divisive yeasty spread brand has long accepted that people either love or hate the product, but now they are looking at an unusual way to convert the sceptics.
Marmite haters can now apply online for a unique mind control experience which can turn them into a fan.
The lucky winners of the website application - who must be over 18 - will travel to London to watch a hypnosis film under controlled conditions.
Trained hypnotist Rory Z Fulcher will oversee the experiment, and he said: "In order to change the taste perceptions of our participants, I'll be using hypnotherapy techniques. These are used to create positive, measurable changes in thoughts, behaviours and habits."
Haters can apply at www.marmite.co.uk/mindcontrol.html.