Vegemite names new spread

Last updated 05:00 28/09/2009
YUMMY? The new Vegemite will be called Vegemite iSnack2.0.

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It's a classic but now there's a new version. Vegemite's latest incarnation - a spread that mixes cream cheese with the original formula - has been christened after a three-month, nationwide naming competition.

Kraft Foods yesterday announced the winning name: Vegemite iSnack2.0.

West Australian web designer Dean Robbins, 27, beat more than 48,000 entrants to come up with the winning name. Other entries suggested were Ruddymite, Wow Chow and 2ritemite.

''It's been difficult to contain my excitement; I actually leapt out of my chair when I heard the news. To think that I could go down in Australia's history is overwhelming," Mr Robbins said.

"It was all a bit tongue-in-cheek, really. The 'i' phenomenon and web 2.0 have been recent revolutions and I thought the new Vegemite name could do the same."

Simon Talbot from Kraft Foods said: "The name Vegemite iSnack2.0 was chosen based on its personal call to action, relevance to snacking and clear identification of a new and different Vegemite to the original. We believe these three components completely encapsulate the new brand."

The company said 2.8 million jars of the new blend had been sold since July.

Vegemite's makeover was the result of consumer feedback last year, which found that people wanted a product that did not require mixing with butter and was easier to spread.

The name Vegemite was chosen from consumer suggestions when it was launched in 1923.


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- Sydney Morning Herald

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