Vegemite iSnack 2.0 Name Replaced

Kraft in Australia is taking a second poll in their quest for the name of their new cream cheese Vegemite product. Polling, run by Quantum Market Research, started at 5pm (AEST) on Friday 2 October 2009 and ends at 12 noon (AEDST) on Monday 5 October 2009.

Vegemite Have Your Say


Since the new Vegemite hit supermarket shelves in July 2009, Australians and New Zealanders have been invited to come up with a name for the product, just as Australians did when Vegemite was first launched in this country in 1923. Kraft received more than 48,000 suggestions from the first poll and chose the name “Vegemite iSnack 2.0″. However the name was not well received by the public when it was announced. The company wasted little time in going back for a second go at the “Name Me” campaign.

The names that are being put forward to be voted upon are names which Australians and New Zealanders submitted as part of the original “Name Me” campaign. Kraft identified the top three most popular names that can be trademarked by Kraft Foods. They have also included three others from the entries that are worthy of consideration based on consumer feedback. Unfortunately “CHEESYMITE”, amongst other suggested names, cannot be trademarked by Kraft Foods as they are already being used by other companies in both Australia and New Zealand.

The six names, in alphabetical order, are:
VEGEMITE CHEESYBITE
VEGEMITE CREAMYMATE
VEGEMITE SMOOTH
VEGEMITE SNACKMATE
VEGEMITE VEGEMATE
VEGEMITE VEGEMILD

Kraft’s Vegemite name marketing campaign has been handled by Wunderman.

Filed under: Interactive, Vegemite

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  • http://www.theinspirationroom.com Duncan

    I’d say GoodOnYaMite! You’ve Done It Again! but Mitre 10 have already got that one.

    • Lachlan

      Miiiiiiiiiiite.

  • Anthony Materson

    Why change an Australian icon like Vegemite? I hope they don’t use isnack 2.0

  • Phil

    Cheesy-poo. Cause it’s cheese, mixed with poo.

  • http://cybermondaydeals2009.blogspot.com/ Pam @ cyber monday deals

    AH! This is the sort of thing I have been looking for. Doing some research for an article. You should add buttons to the bottom of your posts to digg, stumble, etc your content.- Pam