Kraft Foods maker of the iconic VEGEMITE is about to launch a new version, adding cream cheese to the mix.
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.
A Melbourne man named Fred Walker had the bright idea of using yeast extract to create a wonderful source of vitamin B and a tasty spread named VEGEMITE. A little known fact is “every” jar of Vegemite ‘ever made’ has come from the Melbourne factory at Fisherman Bend.
Its all in the name
Now, what is funny is the name of the new spread.. way back in 1923 following a nationwide competition with a prize of £50 to find a name for the new spread, “Vegemite” was selected out of a hat by Fred Walker’s daughter, Sheilah. Well, in 2009, Kraft decided to also run a competition to find a new name, but initially selected iSnack 2.0. The name was chosen by a panel of marketing and communication experts to appeal to a younger market, capitalising on the popularity of Apple’s iPod and iPhone. But, no-one liked it drew criticism and ridicule within Australia, not to mention IP and trademark issues and only a few days later Kraft withdrew the name. A month later, the new name was announced..
The final name was announced on 7 October 2009 as “Vegemite Cheesybite”. It was noted that “Cheesymite”, a name suggested in the original poll, was already trademarked by other organisations.
In this house, the adults love Vegemite, and the kid loves Cheesybite although we all call it Cheesymite, even though its named Cheesybite, plus we keep the Cheesybite in the fridge whereas Vegemite is still kept in the cupboard.
We know you either love it or hate it, we love it!
New Vegemite Goes Cheesy – Food and Beverages – Food & Drink – Shopping & Services.
Happy little Vegemite