Vegemite launches version 3.0
Seventeen months after Kraft’s attempt to launch a product variant for Vegemite decended into chaos with the iSnack 2.0 debacle, the company is marketing a new spin off, this time a “milder” version aimed at kids.
My First Vegemite – in an orange-capped jar – contains less sodium than the adult product and has added iron and vitamins, says Kraft.
Kraft Foods Australia’s head of Vegemite Ben Wicks, said: “My First Vegemite is a result of a growing consumer need for products with added nutritional benefits. Mothers told us that they want children’s products that are age appropriate, lower in sugar and sodium, and an additional source of iron.”
In September 2009, Kraft launched a competition to name its new version of Vegemite. It initially chose iSnack 2.0 before a public backlash led to a change of heart by Kraft. Instead, it became Vegemite Cheesybite.
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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Soft.
Back in my day.. etcetera…
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“Mothers told us that they want children’s products that are age appropriate, lower in sugar and sodium, and an additional source of iron.”
I really HATE this sort of BS. How were the questions (if there indeed were any?) phrased?
“Do you think it’s important for children to eat less sugar and sodium?” How many mums answererd “No…I want my kids to be full to bursting with sugar and salt!”.
This is a product nobody needs or wants. It’s a play for more grocery shelf space disguised as a lame attempt at product innovation. It’s got ‘Kraft Head Office’ all over it.
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What Sam said, but I’m in my day at the moment… I can only hope for softer version once I’ve matured and have stories to tell of the present.
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I’m not picking up what they’re putting down.
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Actually, I think it’s a good idea. I always struggle with healthy options to put on the kids toast in the morning. Vegemite is a good option but it is really high in salt, so yeah why not? I’d eat it too! Proofs in the pudding as they say. So if they’re wrong about demand…
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Dear Product Manager who thought this one up. Read Ries and Trout or google ‘Failed Brand Extensions’ then go think up something consumers actually need, not waht your white-coated boffins have dreamt up.Your lesson for the day: the Vegemite brand belongs to the people who made it, generations of Australians, not to you.
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Someone get James’ IP address for us pls.
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heh yeah, methinks james may not be on the up and up
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Yep … all those years of eating ‘high-salt’ Vegemite seems to have totally stuffed up successive generations of Aussies. But maybe Kraft are onto something with this salt focus – so why not buy out Cerebos and launch ‘salt-free table salt’. Until then I’m sticking with Vegemite 1.0.
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Fark- I’m on the up an up
And I’ll back James
How crap is it when the cafe goes heavy handed on the vegie?
I’ll back the lite version for that relief alone
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Following this logic when are they going to introduce the extra strength one for hard core addicts. Crackemite anyone?
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