Kraft backflips on Vegemite name iSnack2.0
AFTER the backlash against the name of the new Vegemite - iSnack2.0. - Kraft has decided to change the name of the famous spread to protect the national icon.
Kraft Foods Australia/New Zealand has today announced that it will change the name of the new Vegemite after more than 48,000 name suggestions were received.
In a statement released today, Kraft Foods writes that since the announcement of the new Vegemite name at the AFL Grand Final, Kraft Foods has heard consumers' like the taste; they just don’t like the name.
Kraft Foods Australia/New Zealand Head of Corporate Affairs, Simon Talbot, said: "We have been overwhelmed by the passion for Vegemite and the new product. The new name has simply not resonated with Australians. Particularly the modern technical aspects associated with it.
Start of sidebar. Skip to end of sidebar.
End of sidebar. Return to start of sidebar.
"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.
"Our Kraft Foods storeroom currently has thousands of jars of the iSnack2.0 named Vegemite. This product will be distributed around Australia, and will continue to be sold in supermarkets for months to come - until Australia decides upon a new name."
“Australians and New Zealanders will shortly be invited to help us make a choice. Please bear with us for the next 48 hours as we finalise how Australians and New Zealanders can decide the new name through an independent popularity vote. "
Details of this will be announced on Friday October 2.
