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The Forum > Article Comments > iSnack 2.0 - not a complete branding disaster > Comments

iSnack 2.0 - not a complete branding disaster : Comments

By Paul Harrison, published 2/10/2009

Kraft may be on to something that has been missed by all the complainers with their new Vegemite iSnack 2.0.

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A few corrections.
1."Similar to when they first released Vegemite, Kraft had a nation wide competition". Kraft didn't own Vegemite when it was first released. It was developed and released by the Fred Walker Company, an Australian company.
2."The thing that a lot of people were missing was that Vegemite wasnít always an Aussie iCon. It was first released after a competition to name it back in 1922, then had an attempted name change (to Parwill) in 1928, but didnít really take off until the late 1930s, once the product started to be endorsed by Doctorís Associations, health bodies, and even the British Medical Journal, as a good way for young children to get a dose of vitamins B1, B2, and niacin."
The name Vegemite was named after Marmite, the British yeast spread which preceded Vegemite by 20 plus years. The reason for Vegemite's later success owes much more to crafty selling methods than the advertising of its health qualities. A partnership between Walker and Kraft resulted in this company becoming very profitable selling cheeses.
As a promotion, sample jars of Vegemite were given away upon purchase of a Kraft/Walker cheese product. It was a success and later promotions included giving away Pontiac cars as prizes in Limerick competitions.
I think the new product is great whatever its name and Molly my youngest grand daughter loves it.
Posted by blairbar, Saturday, 3 October 2009 6:18:06 AM
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Just try saying 'I like iSnack 2.0 on toast' if you cant understand what an unsuitable name it is.

Kraft may find that many of the 3 million people who bought a jar just wanted to try it, and if my circle of acquaintances is anything to go by, few will buy it again. It looks, smells and tastes unpleasant, and given that we are not used to keeping spreads in the fridge, it could give rise to some nasty cases of food poisoning as it festers on the self next to the Vegemite.

Whatever it ends up being called, I certainly won't forget it, and I certainly won't buy it either.
Posted by Candide, Saturday, 3 October 2009 5:49:08 PM
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i replied a questionair near a year ago...in which i added the thought that mixing vegimite with butter..improves the taste for yankie visitors...as i noted people never respond to my mail i said they can have the idea for free[of course no reply was given

then i noted they made it with cream...well cream becomes butter..vegimite has salt..basiclly i dont see why it would go off faster than butter does

reminds me of another idea i gave away..[to the sub editor of the then sunday sun..gave him a big spiel at an engagement party..about how the lift out was a missed oppertuinity...that giving away a free tv week would pay for itself just with the advertising[in color...back then we only had black and white...well he did take up that in 3 mths

i wouldnt have called it isnak[my thought was international blend]..but i couldnt be bothered feeding the beasts who never even gave me a free jar of plain vegimite[let alone isnack/...lol..

[same with the news paper dude..thought i gotta figure a way to get paid for my thoughts...[naw stuff it]...should sue that mob using the head of the deer..[its been my family/coat of arms for over 400 years]

anyhow i will continue to make my own isnack
Posted by one under god, Sunday, 4 October 2009 11:04:56 PM
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