After 85 years of pure unadulterated Vegemite, brand owner Kraft Foods is introducing a new variant of the iconic Australian spread. A new smoother version of the product has been launched, a combination of Vegemite, cream cheese and a secret ingredient. Kraft is calling on consumers to name the new product which will first appear on shelves bearing the label “Name Me”.

“The new Vegemite experience is based on learnings we gathered from more than 300,000 Australians who engaged in our How Do You Like Your Vegemite census. They told us that they wanted a Vegemite that doesn’t require combining it with butter, and one that’s easier to spread,” continued Talbot.

“The new Vegemite experience has been developed with this in mind it offers a completely different eating experience, and has been created for snacking occasions anytime during the day. It is great with celery, carrot sticks or crackers and crisp breads.

“With such a well-loved, iconic brand we wouldn’t create something using the Vegemite name unless we were absolutely sure that Australians would love it and original Vegemite will always remain a family favourite for breakfast,” said Talbot.

The new Vegemite experience will be made in Australia, by Australians.

Australians will be able to have their first taste of the new Vegemite experience from Sunday July 5, with one million samples being distributed across the country from this date.

Source: B&T & Foodweek (Thanks Henny!)

Like my post? Spread it like butter!