AUSTRALIA: Kraft dumps Vegemite 'iSnack2.0'
Posted: September 30th, 2009 - 7:52am
Jars of Vegemite labelled 'iSnack 2.0' are destined to become collectors items after Kraft announced today it will change the name.
Just four days after Kraft announced the name of the new Vegemite, the company has issued a press release admitting that Australians “just don’t like the name”.
Kraft chose the name from more than 48,000 suggestions collected from a public competition
But the name - announced during the AFL Grand Final on Saturday - attracted an unprecedented outpouring of derision from Australians.
About 3 million jars of the new, creamier version of vegemite have been sold since it was launched in July.
“The new name has simply not resonated with Australians - particularly the modern technical aspects associated with it,” Kraft corporate affairs boss Simon Talbot said.
“At no point in time has the new Vegemite name been about initiating a media publicity stunt.
“We are proud custodians of Vegemite, and have always been aware that it is the people's brand and a national icon."