One happy little vegemite

Kraft Foods’ three-month search to name its new Vegemite version is over with the winner being chosen from over 48,000 entries.

iSnack2.0 was the winning name by Dean Robbins, a 27 year-old web designer.

Entries also included such names as Ruddymite, Wow Chow and 2ritemite.

”It’s been difficult to contain my excitement; I actually leapt out of my chair when I heard the news. To think that I could go down in Australia’s history is overwhelming,” Mr Robbins said.

“It was all a bit tongue-in-cheek, really. The ‘i’ phenomenon and web 2.0 have been recent revolutions and I thought the new Vegemite name could do the same.”

Kraft Foods spokesman Simon Talbot said the name Vegemite iSnack2.0 was chosen based on its “personal call to action, relevance to snacking and clear identification of a new and different Vegemite to the original”.

“We believe these three components completely encapsulate the new brand” he said.

According to Kraft, 2.8 million jars of the new blend have been sold since its launch in July this year.

Vegemite’s makeover was the result of consumer feedback last year which found that people wanted a product that did not require mixing with butter and was easier to spread.

The original Vegemite name was chosen in an Australia-wide competition held in 1923.

Send this to a friend