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An online survey found that consumers wanted a Vegemite that was easier to spread, and did not require combination with butter

An online survey found that consumers wanted a Vegemite that was easier to spread, and did not require combination with butter

Sun, 27 Sep 2009 12:03p.m.
By Angela Beswick

Kraft foods have announced the name of the new Vegemite, following a three-month nationwide search.

Originally launched in July 2009 as Vegemite ‘Name Me’, the product attracted over 48,000 name suggestions.

Vegemite iSnack 2.0 was the winning entry, submitted by 27-year-old Dean Robbins, of Western Australia.

“It was a bit tongue in cheek really,” Mr Robbins says of his suggestion.

“The ‘i’ phenomenon and Web 2.0 have been recent revolutions – I thought the new Vegemite name could do the same.”

“The name was chosen based on its personal call to action, relevance to snacking and clear identification of a new and different Vegemite to the original,” says Kraft Foods Head of Corporate Affairs Simon Talbot.

Other name suggestions included ‘Wow Chow’ and ‘2ritemite’.

The product is a result of information gathered from more than 300,000 Australians and New Zealanders in an online census which posed the question; ‘How do you like your Vegemite?’

The survey found that consumers wanted a Vegemite that was easier to spread, and did not require combination with butter.

Since hitting the shelves in July the new Vegemite has sold over 2.8 million jars.

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Comments [12]

Siobhann
30 Sep 2009 4:01p.m.

So true this name is ridiculous. Could you imagine a 3yr old understanding what iSnack 2.0 is? they've completely forgotten that vegemite is something you start eating when you're young not when you're a teenager obsessed with Apple products and facebook. Also stupid freakin us selling it to the americans, they add cream cheese to everything >.<

Siobhann
30 Sep 2009 4:01p.m.

So true this name is ridiculous. Could you imagine a 3yr old understanding what iSnack 2.0 is? they've completely forgotten that vegemite is something you start eating when you're young not when you're a teenager obsessed with Apple products and facebook. Also stupid freakin us selling it to the americans, they add cream cheese to everything >.<

mango
29 Sep 2009 2:15a.m.

SAD SAD DAY FOR A AUSTRALIAN ICON "MELLOW YELLOW MITE" GET WITH IT KRAFT YOU NEED A NEW MARKETING COMPANY

rosie
28 Sep 2009 8:33p.m.

Seriously this is the worst product name in the world. Listen to it..."hey mum can you get me some isnack 2.0 in the shopping". Yeah it doesn't work.....good work kraft why don't you stick to you ciggies!

MityUpset
28 Sep 2009 1:51a.m.

Definitely "2ritemite" or any other suggestion apart from iSnack 2.0 would have made better sense and been more appealing.

Nicholas B
28 Sep 2009 12:35a.m.

Spreadgemite (Spread-gee-mite) FTW!

Brian
27 Sep 2009 11:03p.m.

Not only is the name bad but...have you tasted it? Disgusting!!!

kay
27 Sep 2009 7:03p.m.

I don't get it, what does it mean?

Eeyore
27 Sep 2009 5:21p.m.

Seriously, not at all Aussie.
"i" is so American.

halo
27 Sep 2009 3:25p.m.

this product wont be here in 12 months. you dont mess with a superstar product and brand and get away with it. my son tried the new one ( once) and the jar is in the fridge door

try making vegemite chewing gum or potato chips

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