News

‘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”.

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.

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.

ADVERTISEMENT

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing