‘Brace yourselves’: Vegemite announces Vegemite Icy Poles

Vegemite has alluded to the creation of a Vegemite Icy Pole, leaving Twitter users with mixed reactions.

The brand’s Twitter account posted a photo this afternoon of an icy pole made using Vegemite, writing: “Brace yourselves Australia… it’s time for VEGEMITE Icy Poles! #Chilled”.

Brace yourselves Australia… it’s time for VEGEMITE Icy Poles! #Chilled pic.twitter.com/AgbsR2QKCN

— Vegemite (@Vegemite) December 13, 2017

Some Twitter users were left questioning the state of humanity, while another tweeted at Coles asking when the supermarket was planning on stocking the icy snack.

Every day we stray further from god’s light

— ✨Chainsaw gotta jingle jangle Santa’s goin NUTS (@Chainsawnicorn) December 13, 2017

@Coles when are you stocking these?!

— Pete (@PeteFTD) December 13, 2017

Mumbrella understands the unusual creation wasn’t part of a new product development trial but was instead invented by Trish McKenzie, food design manager at Bega Cheese, as a DIY idea for hardcore fans of the salty spread.

This isn’t the first time Vegemite has experimented with new products.

Back in July, the brand teamed up with Four’N Twenty pies to create a beef, cheese and Vegemite pie which was stocked in Coles.

In October, a high-end Blend 17 Vegemite product was announced, but it ended up in the bargain bin just five days later. 

Bega Cheese Limited acquired Mondelez International’s Australia and New Zealand grocery and cheese business, which includes Vegemite, at the start of the year.

Update 13/12: McKenzie has shared her recipe with Mumbrella, which is provided below.

Vegemite Icy Poles

Ingredients

2/3 cup caster sugar 

1/2 cup cocoa

1/4 cup honey

2 tablespoons Vegemite 

3 teaspoons cornflour

1 teaspoon vanilla

1 cup milk

1 cup thickened cream, whipped

Method

Combine in a saucepan the sugar, cocoa, honey, Vegemite, corn flour and milk. 

Whisk over a medium heat until the mixture is smooth, bringing to the boil. Reduce the heat and simmer gently until slightly thickened and custard-like.

Remove from the heat, pour into a heatproof bowl and chill. 

Fold the whipped cream through the chilled custard mixture then pour into popsicle moulds.

Freeze until firm.

Josie Tutty

Josie Tutty was Mumbrella's deputy editor. She worked on the publication between 2017 and 2019. She's previously written and edited in the UK for Jungle Creations and Trinity Mirror.

topics icy poles Vegemite

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Comments: 4

A Thought 14 Dec 17

Do one thing well.
Lessons not learnt include:
iSnack 2.0
CheesyBite
Blend 17
Vegemite Icy Poles – too early to call – but the track record isn’t great.
Stop now. Please.

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Yes yes yes 14 Dec 17

Cinema Nova in Melbourne has Vegemite choc tops… and they are gooooood. Will be making a few of these icy poles this weekend.

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You're kidding, right? 14 Dec 17

Are you for real? By your logic, Apple would have stuck to computers, Nike would have stuck to shoes, Coke would never have introduced a Diet variety, Google would just be about paid search, Cadbury would have stopped at plain Dairy Milk…I could go on pretty much indefinitely. NPD is important to business growth, brand equity, PR opportunity…amongst many other things. Every company gets some things wrong, some things right. Good on Vegemite for experimenting.

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Confused eater of icy poles 14 Dec 17

The image they used in their Tweet is not of an icy pole? Are they going to be icey poles or are they going to be ice lollies?

I like the idea of an ice cream based ice lolly, be nice that. Looking forward to giving it a go. An icy pole that isn’t ice creamy, with Vegemite, would be rank.

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