Will this new-look Vegemite be accepted by Aussies?
Kraft Foods the makers of Vegemite, an Australian icon, have launched a new version of this traditional favourite.
After taking the advice of more than 300,000 Australians the first new variety in 85 years has been labelled a success.
Kraft have described it as “the new Vegemite experience” after undertaking a “How Do You Like Your Vegemite” census.
Kraft’s head of corporate affairs Simon Talbot said, “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.
“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 result is a new spread which looks like Vegemite and smells like Vegemite, but it has a smoother, more spreadable consistency.
The new recipe is a closely-held secret, and has been branded as a Vegemite for all occasions.
“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, but this is still sooner than Kraft originally planned after the new recipe became public knowledge.
The new-look spread is also looking for a new name, so jars will bear a label with the words “Name Me” on it.
Fans of the original product will be relieved to know that traditional vegemite will still be available.
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