7 October 2009: Kraft Foods Australia/New Zealand has today revealed VEGEMITE CHEESYBITE will take the place of iSnack2.0 as the name for the new Vegemite – thanks to the vote of more than 30,000 Australians and New Zealanders. Original Vegemite, of course, remains unchanged.
Over the weekend, Quantum Market Research conducted online polling and a telephone survey, to which more than 30,000 Australian and New Zealand people voted.
The aggregated results showed that VEGEMITE CHEESYBITE was the most popular, with 36 percent of the vote, followed by VEGEMITE SMOOTH at 25 percent.
Kraft Foods Australia/New Zealand Head of Corporate Affairs, Simon Talbot, said: “We have been overwhelmed by the response of the Australian public; it has been an insightful debate. Australians have now selected a popular name for a successful product.”
The VEGEMITE CHEESYBITE named stock will begin to appear on shelves in the coming months. Vegemite iSnack2.0 jars are in the process of being distributed and sold around the country.
- Ends -
Richard Amos: Royce, 61 3 8628 9300, 61 418 344 978
Julia Fraser: Royce, 61 3 8628 9300, 61 450 604 547
Background
The names put forward to be voted upon were names which Australians and New Zealanders submitted as part of the original 48,000 suggestions. These consisted of the top three most popular names that could be trademarked by Kraft Foods; plus an additional three others from the entries that were believed to be worthy of consideration based on consumer feedback.
The six names voted upon, in alphabetical order, were:
- VEGEMITE CHEESYBITE
- VEGEMITE CREAMYMATE
- VEGEMITE SMOOTH
- VEGEMITE SNACKMATE
- VEGEMITE VEGEMATE
- VEGEMITE VEGEMILD
Whilst the popular name from the original 48,000 entries was “CHEESYMITE”, unfortunately it cannot be trademarked by Kraft Foods as it is already being used by other companies in both Australia and New Zealand.