Vegemite spin-off gets a name

Posted by Isobel Drake on 28th September 2009

Kraft Foods revealed the name of the new Vegemite over the weekend following a long nationwide search for the most appropriate name.

The company went back to the roots of the product by asking consumers to name the product, and it appeared to strike a chord with over 48,000 names from 35,000 Australians. Dean Robbins, a 27 year-old from WA, was the winner of the competition for his Vegemite iSnack2.0 suggestion.

Kraft Foods Australia/New Zealand Head of Corporate Affairs, Simon Talbot, said the unusual name was selected due to its relevance to the new product.

“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,” he said.

The development of the Vegemite iSnack2.0 was based on a survey of over 300,000 Australians who said they wanted a Vegemite that wouldn’t require combining it with butter and would be easier to spread.

Kraft launched the new product in July as Vegemite ‘Name Me’ and has since sold almost 3 million jars.

The newly named product will be off the production line and into stores early next month.

Kraft also singled out some of the more humorous ideas including: Jim’s Mite, Ruddymite, Moo in Mud, Blonde and Wow Chow.