Vegemite 2.0: Now it’s Cheesybite
Kraft has unveiled its second attempt at naming its new spin-off from Vegemite after its disastrous launch of iSnack 2.0. It is Cheesybite.
After widespread public derision at the iSnack 2.0 name, chosen from a public competition, Kraft caved in last week and said it would change the name.
The public were given seven options: Cheesybite, Creamymate, Smooth, Snackmate, Vegemate, Vegemild or none of these.
In a press release this morning, the company said that 36% of those who had voted for one of the name options had gone for Cheesybite. This was followed by 23% for Vegemite Smooth.
However, the results released by Kraft excluded all of those who said they did not like any of the names, which was one of the original voting options.
The company said that 30,357 expressed a name preference. Cheesybite had 36% followed by Smooth 23%; Vegemate 20%; Snackmate 8%; Vegemild 7%; Creamymate 6%.
A spokesman for Kraft told Mumbrella they did not know how many of those taking part in the vote had said they did not like any of the names, but promised to have somebody call back.
(Update – about 10,000 people did not choose any of the six names)
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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As fast as the hype reached all corners of national media, it’s just another story now. Nobody reads yesterday’s news.
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What a cheezy name…
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If Baker’s Delight were Apple they would have sued by now over similarity to Cheesymite 🙂 Which of course they partly stole off Kraft.
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Regardless of the name, I’m sticking to the analogue version.
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And the lameness just keeps on coming!
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More Krafty-ness…
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in the words of Fr Jack – arse
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“Krafts Fleas and Mites” has a nice ring to it x x x
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pls KRAFT package as cheesyByte
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I can’t believe it’s not better…
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And so the saga continues into the sequel ….
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I voted and can hand on heart say it was the most appalling voting system I’ve ever used. It felt like something made on a Commodore 64, and had more steps than the Eiffel Tower.
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All those names including the new one are pretty average…and it does not take away the fact that the spread tastes like crap.
Stick to the original black stuff called Vegemite!
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And it still doesn’t change the fact that what’s in the jar is horrific.
*yawn* next.
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what’s with people worried what it tastes like, or bored with the ‘story’? you should all be applauding the clever tactic to give massive PR leverage to a modest ad-spend. if you’re marketing professionals, that is.
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Yes but does it play DVDs?
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Great Kraft. You know you’re on a winner when 1 in 4 people think all the names suck and based on the numbers above the ‘none of above response’ was only 2% behind the winning name.
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If the ‘around 10,000 people did not choose any of the 6 names is correct and not just (say) ‘slightly higher’ then the results Kraft supplied including the dissenters looks like this:
Cheesybite 27%
Smooth 17%
Vegemate 15%
Snackmate 6%
Vegemild 5%
Creamymate 5%
NONE OF THE ABOVE 25%
Not exactly lovingly embraced.
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What does Lynton think?
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Who were the public being asked to vote I wonder? No-one asked me my opinion. Shouldn’t a public poll be open to everyone?
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Oh, I’m all for ‘creamymate’. Why didn’t anyone vote for that?
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@ Rachel
The people that entered a name in the comp were contacted to choose the new name.
i.e. – me!
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i still don’t understand why people think the name really matters that much anyway. Names dont make or break a product. They only help or hinder. Does anyone think Vegemite is a great name?
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So, Cheesybites it is. Despite more people NOT voting for that name than did.
Oddly, I just noticed that an anagram of Cheesybites is …. YEESSS BITCH! Could this be another scam in the making?
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Oopps … make that YEEESS BITCH … but you get my drift!
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So, does anyone think it’s surprising that Kraft left out the ‘None of the above’ option from their press release? Imagine if they hadn’t, what the TV news would have led with….
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Have we moved on?
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The name Cheesy Vegemite would appeal to me with a label that differs enough from the original so that I don’t pick up the wrong one.
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This is the stupidest name ever. How Australians decided on such an idiotic name I’ll never know.
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@Rachel – 4:13 pm – The vote was open on the vegemite website
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How funny! Why would you want to buy this product anyway…?
Why don’t you just buy a jar of original Vegemite and some Philly spread and make your own….that way you get to choose your ratio of Vege to Philly .. makes more sense to me….
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There’s plenty of iSnack 2.0 and ‘name me’ on the shelves of Coles just now. I resisted the urge to buy a jar to show the grandkids.
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i love it
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