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Published on June 15th, 2009 | by john.weir


A new Vegemite – and Aussies can choose the name

For the first time in 85 years, Australians are getting a new version of their most iconic foodVegemite brand, Vegemite – and it involves cream cheese.





In a clever marketing campaign Vegemite’s American producers Kraft Foods have launched a new, unnamed version of the Australian spread and given the Antipodean public the opportunity to give it a moniker.

It is the end product of a ‘Vegemite census’ where 300,000 Australian and New Zealanders were asked how they like to eat the spread which has been a staple of the Australian breakfast since it was first launched in 1923.

While many said they ate it on toast, with cheese, tomato or even avocado, the answer was unanimously that people wanted a version which was easier to spread and that does not require butter. And the result? A “smooth, velvety” mixture of Vegemite, a natural cream cheese and a secret ingredient which can be used as a dip or a spread.

Kraft Foods have launched an online competition to name the new version, which will carry the label ‘Name Me’ when it is distributed to Australian supermarkets next month. Vegemite, which was first produced by the Fred Walker Cheese Company in 1923, was originally named by members of the public after Fred Walker’s granddaughter drew the now iconic name, which had actually been created by ten people, out of a hat.


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