Vegemite "Name Me"

From Australian Associated Press and widely reported (identically without variation) in The Age, Herald Sun etc

The makers of what is arguably Australia's most identifiable food may be American, but they are well aware of the danger of tampering with a national icon.

Which is why the people at Kraft Foods took the advice of more than 300,000 Australians before they meddled with Vegemite.

The result of those consultations, and nine months of tinkering with ingredients, is the first variation in 85 years on an astonishingly successful theme.

Kraft launched a new version of Vegemite today - and it did so with a certain amount of respectful trepidation, insisting that the product as "the new Vegemite experience".

"With such a well-loved, iconic brand we wouldn't create something using the Vegemite name unless we were absolutely sure Australians would love it," said Kraft's head of corporate affairs Simon Talbot.

To determine the level of that affection, Kraft undertook its "How Do You Like Your Vegemite" census and the Vegemite forum.

"They told us they wanted a Vegemite that doesn't require combining with butter and one that's easier to spread," Mr Talbot said.

The new spread resembles Vegemite and smells like Vegemite, but it has a smoother, more spreadable consistency.

While the exact recipe is a closely-held secret, the new Vegemite experience is, basically, regular vegemite combined with cream cheese.

The result, according to the company, is a vegemite for all occasions.

"This is a vegemite experience that can be enjoyed at all times of the day," said Kraft director of sales Darren O'Brien.

The new Vegemite won't be on the supermarket shelves until July 5 with today's launch being forced on Kraft after the existence of the product became public.

One thing Kraft hasn't come up with is a name for the Vegemite "experience".

As a result, they are turning to the method used in 1923 to name the "New Vegetable Food" invented by chemist Cyril Callister for the Fred Walker Cheese Company, which later became Kraft Foods.

In order to find a name for the new product, Mr Walker took ads in newspapers announcing a competition with 50 pound prize for the best suggestion.

As a result, Vegemite came into being and more than a billion jars and 85 years later the same method will be used.

The new Vegemite will bear a label carrying the words "Name Me" with the winner to receive, among other things, a ticket to the AFL grand final.

While Kraft is confident its new product will be widely accepted, it hasn't turned its back on the original Vegemite.

"Seventy per cent of all Australian homes have vegemite in the pantry," Mr Talbot said.

"They will still be able to get their favourite spread."

Actually, the formula of original Vegemite was changed sometime ago to reduce the amount of salt.

Kraft also combined Vegemite into Kraft Singles cheese slices last decade, called Vegemite Singles. They weren't bad, but were withdrawn probably due to low sales.

Vegemite without butter or margarine? Sacrilege.

Still, 5 July is a long time to wait. I like the name Vegemite Name Me.

Staff at Colorado Springs' The Gazette don't seem to like Vegemite, like many Americans. Pity.