the new Vegemite experience

[Mid]

Spread the word
June 14, 2009

THE makers of what is arguably Australia's most identifiable food may be American, but they are well aware of the danger of tampering with a national icon.

Which is why the people at Kraft Foods took the advice of more than 300,000 Australians before they meddled with Vegemite.

The result of those consultations, and nine months of tinkering with ingredients, is the first variation in 85 years on an astonishingly successful theme.

Kraft launched a new version of Vegemite on Sunday - and it did so with a certain amount of respectful trepidation, insisting that the product as "the new Vegemite experience".

"With such a well-loved, iconic brand we wouldn't create something using the Vegemite name unless we were absolutely sure Australians would love it," said Kraft's head of corporate affairs Simon Talbot.

To determine the level of that affection, Kraft undertook its "How Do You Like Your Vegemite" census and the Vegemite forum.

"They told us they wanted a Vegemite that doesn't require combining with butter and one that's easier to spread," Mr Talbot said.

The new spread resembles Vegemite and smells like Vegemite, but it has a smoother, more spreadable consistency.

While the exact recipe is a closely-held secret, the new Vegemite experience is, basically, regular vegemite combined with cream cheese.

The result, according to the company, is a vegemite for all occasionss.

"This is a vegemite experience that can be enjoyed at all times of the day," said Kraft director of sales Darren O'Brien.

The new Vegemite won't be on the supermarket shelves until July 5 with Sunday's launch being forced on Kraft after the existence of the product became public.

One thing Kraft hasn't come up with is a name for the "experience".

As a result, they are turning to the method used in 1923 to name the "New Vegetable Food" invented by chemist Cyril Callister for the Fred Walker Cheese Company, which later became Kraft Foods.

In order to find a name for the new product, Mr Walker took ads in newspapers announcing a competition with 50 pound prize for the best suggestion.

As a result, Vegemite came into being and more than a billion jars and 85 years later the same method will be used.

The new Vegemite will bear a label carrying the words "Name Me" with the winner to receive, among other things, a ticket to the AFL Grand Final.

While Kraft is confident its new product will be widely accepted, it hasn't turned its back on the original vegemite.

"Seventy per cent of all Australian homes have vegemite in the pantry," Mr Talbot said.

"They will still be able to get their favourite spread."

news.com.au

[phunphin]

Is this another thing the ozzy thieves have nicked from NZ

[BobR]

Last I knew, Kraft was still owned by the Altra Group, aka Phillip Morris, killing their customers by the thousands for many years. It's kind of ironic to trust a cigarette company to make healthy food.

[Happyman]

Nah! They f*cked up trying to copy Marmite

[noelbino]

Vegemite is Vegemite: Don't forget the "New Coke" experiment.
I have withdrawal symtoms if I don't visit Villa within aweek of running out of this essential life giving product.

[Panda]

Bloody Yanks tinkering with our Vegemite!

[Nawty]

Let em fuck with it and then an Ozzy company will take over with the original and best recipe and get all their bizness......fucking yanks.

America should be set aside to breed people for experimental research into outer space travel.

[Panda]

Let em fuck with it and then an Ozzy company will take over with the original and best recipe and get all their bizness......fucking yanks.

America should be set aside to breed people for experimental research into outer space travel.

The pricks bought the rights to the original recipe. Now they want to change it.
Sounds like a plot to get them pussy Yanks eating the stuff. Farken watered down Vegemite with creamed cheese! Couldn't handle it straight so they had to add bloody cheese.

[Happyman]

I must admit I am a Marmite fanatic .
My mate is a Vegimite fanatic ( he is from that big island somewhere south of Thailand .)
One evening - when we were slightly under the afluence of incahol - my lady organised a 'blind tasting' just to shut us up !!!

we both got it wrong !!!

[nedwalk]

why do they have to fuck with something that ain,t broken, i luv my vegemite

[patsycat]

In Switzerland they have a sort of marmite called Cenovis. You could have added that to your blind tasting. I myself don't like it. Nothing beats marmite.

[Rural Surin]

I must admit I am a Marmite fanatic .
My mate is a Vegimite fanatic ( he is from that big island somewhere south of Thailand .)
One evening - when we were slightly under the afluence of incahol - my lady organised a 'blind tasting' just to shut us up !!!

we both got it wrong !!!

Such much for that much maligned debate and long-held myths.

[Rural Surin]

why do they have to fuck with something that ain,t broken?

Because corporations and their brilliant marketing schemes know best. Always.

[ItsRobsLife]

While the exact recipe is a closely-held secret, the new Vegemite experience is, basically, regular vegemite combined with cream cheese.

Yeah 'cream cheese' Aussies love the taste of that.

[noelbino]

If it aint fucked, don,t fix it.
As in the words ofb the beetles: "Let it be!"

[BugginOut]

Goddamn NZ's can't keep a recipe from the Ozzies and the Goddamn Ozzies, well, they need to make a buck now and then.

PS--The Beatles don't shit about a proper yeast concoction.

[Happyman]

Ah Ha! - told you so !



Page last updated at 12:27 GMT, Monday, 15 June 2009 13:27 UK
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Makeover plan for Vegemite spread


Vegemite inspires strong reactions, being either loved or hated.

The makers of an iconic food spread, Vegemite, have announced they are daring to create a new flavour.
Kraft Foods said the original Vegemite - a dark-coloured, Vitamin-B rich, bitter but apparently addictive yeast extract - will not be changed.
But an extra flavour, mixing the black stuff with cream cheese, will be offered to the market soon.
Kraft Foods says the name of the new flavour is to be decided by a public contest.
Fans of Vegemite spread it on bread, among other things, and sometimes mix it with cheese, salad and peanut butter.
The creamier version, due on store shelves by 5 July, could cause a radical change on breakfast tables across New Zealand and Australia.
Identity crisis?
The product is such an integral part of life in both countries that it is sold in soft tubes in New Zealand to allow for easy packing on camping trips.
It has entered the cultural life of Australia, meriting a mention in the song Down Under by Men at Work.
When stores ran out of stock in Hong Kong, expatriates were so upset that the shortage made headlines in local newspapers.
The phrase "happy little vegemites", to refer to people who are content and replete, is now at risk, initial media coverage has suggested.
Simon Talbot, Kraft Australia's head of corporate affairs, said the decision to make a new product followed surveys of 300,000 Australians and New Zealanders on how they use Vegemite.
The end result is a Vegemite mixed with cream cheese for a smoother, more spreadable consistency.
"It's a milder version, more suited to dipping celery or carrots, easy to spread," Mr Talbot said.
Vegemite was created 87 years ago by Australian chemist Cyril Callister for the Fred Walker Cheese Company in Melbourne, which wanted a Vitamin B-rich spread that could compete with Britain's popular Marmite.
As for the name of the new product, "It's in the hands of the Australian and New Zealand people," Mr Talbot said.

[tlcwaterfall]

Is this another thing the ozzy thieves have nicked from NZ

Please explain your "ozzy thieves" quote What else has Australia "nicked" from New Zealand. Enquiring minds would love to be educated by you on this! I was not aware Australia had "nicked anything from New Zealand Nor was I aware that anything from New Zealand was worth "nicking"

Would be very happy to hear what invaluable things have been '"nicked" Maybe the authorities should immediately be notified of these crimes eh.

Alternatively I might pop over for a quick visit with a couple of empty bags so I can "nick" some more "stuff"

[dirtydog]

The Aussies stole the Kiwi Bible, "The karma sutra of sheep loving".