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Australia Day Breakfast - Vegemite On Toast Versus iSnack 2.0

January 26th 2010 05:35
Kraft Foods iSnack 2.0 Vegemite Cheesybite
What could be more Aussie than having Vegemite on toast for breakfast on Australia Day? Established in 1923, Vegemite is an iconic Australian brand of foodstuff made from concentrated yeast extract. Generally served on toast at breakfast or used in recipes, the sharp and salty flavour is not to everyone’s taste.

Suitable for vegetarians, the ingredients include yeast extract from yeast grown on barley, mineral salt, malt extract, niacin, thiamine and riboflavin. Vegemite is one of the world’s richest sources of vitamin B and is also high in folate, essential during pregnancy to prevent Spina Bifida.

Kraft’s latest product, a combination of vegemite and cheese spread, was a good idea; but calling it iSnack 2.0, not so great. Viewed as a shameless attempt to jump on the bandwagon following the success of Apples iPod marketing campaign, it was poorly received by consumers.
iSnack Vegemite on toast Australian food

The aggregated results of a poll of 30 thousand respondents showed that Vegemite Cheesybite was the most popular name, with 36 percent of the vote, followed by Vegemite Smooth at 25 percent.

Kraft Foods Australia/New Zealand Head of Corporate Affairs, Simon Talbot, said: “We have been overwhelmed by the response of the Australian public; it has been an insightful debate. Australians have now selected a popular name for a successful product.”

Since then the name has been changed to Vegemite Cheesybite, which more accurately describes the product. Its taste is also strong, but not as salty as vegemite, with a smoother, creamier texture.

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1 Comments. [ Add A Comment ]

Comment by Anonymous

February 2nd 2010 06:55
I like the intense flavour of original vegemite and not the watered down version.

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