Vegemite launches version 3.0

my first vegemiteSeventeen 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.


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