Vegemite names new spread

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

Relevant offers

Food & Wine

Kiwi pilseners: Zingy and bright How to turn a strawberry in to a Santa Christmas cooking SOS Three cookbooks to sink your teeth into Top 10 Christmas dessert recipes What I cook when... cherries are in season A lighter Christmas pudding The ultimate Christmas dessert mash-up Kiwi gin aiming to make splash in US Set free in the Glenfiddich blending room

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.

 

Ad Feedback

- Sydney Morning Herald

Recipe search

Special offers
Opinion poll

How does a strong cup of coffee make you feel?

More alert and awake

Jittery, anxious

It gives me an upset tummy

I feel no effect

Vote Result

Featured Promotions

Sponsored Content

Laura Faire Cookbook Promotion