17 February 2011

Vegemite lite.

I've previously written about Vegemite and Marmite, that wonderful yeast spread that has been a mainstay of generations of children (and adults) in Australia and Britain.

In mid-2009, Kraft launched a milder version of Vegemite, blended with cheese (subsequently named Vegemite Cheesybite) in an attempt to lure new consumers.

Kraft has just launched 'myfirst Vegemite' without much fanfare aimed at younger children, of a watered-down version, to wean them slowly to full-strength Vegemite. Salt content has been reduced by 50 per cent in the new product with more iron and B vitamins.

The new product is sold in a smaller jar (150g) for $3.99 so is certainly more expensive.

Traditional Vegemite sustained generations of Australian children with little adverse affect (everything in moderation), so another variation in product appears to be yet again another marketing exercise.

Vegemite is an acquired taste. Not all adults (as parents) eat it but they should really provide it as an option for their own children.

See reports in Sydney Morning Herald (two).

No comments: