September 30, 2009
Australians don’t go for Vegemite 2.0
Kraft Foods, four days after announcing a name for a new variety of the Australian spread Vegemite, announced Australians don't like iSnack2.0.
The problem is not the product, a creamier version of the yeast-based spread, The Australian reported. The problem is the name, selected from among 48,000 suggestions from the public.
In a press release, the company said Australians
just don't like the name. Talbot suggested the
modern technical aspects don't go with a product that has been around for almost 90 years.
Talbot said Kraft, the world's second-largest food company, regards itself and its employees as
proud custodians of Vegemite, which he called a
Vegemite, developed after World War I, is an Australian version of the British Marmite. Efforts to market Vegemite outside Australia have not been successful, the company's Wikipedia entry indicates.