New Vegemite goes cheesy

TASTE CHANGE: The new vegemite is a "smooth, velvety" mixture of Vegemite, a natural cream cheese and a secret ingredient.

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After 85 years as a regular at Kiwi breakfast tables, Vegemite is getting a makeover.

The maker of the iconic product is to launch a new version, adding cream cheese to the mix.

But fans of the original need not fret there are no plans to change the way it is made.

The new product has followed a "Vegemite census" in which people were asked how they liked to eat the spread, which has been a staple of breakfasts since its introduction in 1923.

While many said they ate it on toast, with cheese, tomato or even avocado, people were unanimous in wanting a version that was easier to spread and did not require butter. The result is a "smooth, velvety" mixture of Vegemite, a natural cream cheese and a secret ingredient.

An unnamed version of the spread, created using feedback from more than 300,000 New Zealanders and Australians, will be launched next month and the public will have a chance to give it a name in an online competition.

The spread, available in New Zealand from August, will carry the label "Name Me" when it is distributed to Australian and New Zealand supermarkets.

Simon Talbot, a spokesman for the maker, Kraft Foods, said the company had previously tried to launch unsuccessfully a Vegemite spin-off cheese slice, but decided to do a new version of the spread to attract new customers. "With such a well-loved brand we wouldn't create something using the Vegemite name unless we were absolutely sure that Australians would love it," Mr Talbot said.

The announcement sent many Vegemite lovers into a spin, with hundreds of comments flooding websites. Most seemed to be on the "don't mess with the 'mite" side of the fence, but others were prepared to embrace it.

Some have already dubbed it "Vegemite-not", others have been more creative, with suggestions such as "I Just Mite, Vegelite, Vegesmooth, Moomite and Velvetmite."

- © Fairfax NZ News