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.
3 News