I say VEGEMITE, you say iSNACK 2.0

In Uncategorized on October 1, 2009 at 2:52 am

Recently Kraft Foods chose to rename its new version of the 85 year old VEGEMITE product which is popular here in New Zealand and Australia (as is the alternative MARMITE product). For those not in the know, the VEGEMITE product is a spread that is high in vitamin B – in my experience it is not so popular with people in the northern hemisphere but VEGEMITE and/or MARMITE is a staple in every antipodean pantry.

The makers of VEGEMITE clearly love to have the public pick the name for their product. According to the official VEGEMITE site the originators of the VEGEMITE product “conducted a national trade-name competition offering an attractive 50 pound prize pool for the finalists.” This was back in 1922 and now in 2009 the Australian public was again charged with the task of naming the VEGEMITE product.

The winning name was iSNACK 2.0 – clearly chosen to appeal to the younger market. The new product was launched under the name but has quickly been withdrawn following five days of criticism, including thousands of posts on blogs and social networking sites, and Kraft admitted it got the name wrong! So it back to the public for another new name as this is to be decided by mass vote.

In the interim, keep an eye out on eBay for the half-million jars bearing the new name that did make it to market and which are destined to become collectors’ items!


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