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Vegemite - Source: ONE News -
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A 27-year-old father-of-two from Western Australia has coined the name for the new Vegemite, with his winning entry chosen from a field of almost 50,000 submissions.
Web designer Dean Robbins won the three-month Australian competition with his suggestion to name the new take on an old favourite: iSnack2.0.
The win was announced at Melbourne's Federation Square on Saturday.
Robbins' quirky take on mobile phone and computer technology was selected from more than 48,000 entries.
"It was all a bit tongue in cheek really, the 'i' phenomenon and Web 2.0 have been recent revolutions, and I thought the new Vegemite name could do the same," Robbins said in a statement.
Kraft launched the new, creamier version of Vegemite in June after consulting with more than 300,000 Australians.
The American-owned company determined the Aussies wanted a spread that did not require butter and was easier to spread.
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.
A competition also decided the name of Vegemite more than 85 years ago.
Chemist Cyril Callister took out ads in papers in 1923 announcing the competition offering a prize of 50 pounds for the best name.
Callister invented the vegetable spread for the Fred Walker Cheese Company, which later became Kraft Foods.
Love Vegemite's new product name or is it a bit cheesy? Comment on our message board below
Add a Comment:
Post new commentJadey said on 2009-10-07 @ 13:15 NZDT: Report abusive post
The name iSnack 2.0 was ridiculous and I couldn't see that printed on the front of a jar, the new name, Chessymite, has a nice ring to it and doesn't have a weird associations with other brands e.g. Macintosh-the i in iSnack 2.0 .
KiwiAL said on 2009-09-27 @ 10:31 NZDT: Report abusive post
That name barks like a dog. A miserable failure to be sure. Something smarter would be CreamyMite... but Aussies havent been noted for their smartness. It follows Sydneys Australia Square (A circular park), and a WA Suburb called Innaloo. Just one more thing to make fun of Aussies about... like their Rugby team.
jaxlino said on 2009-09-27 @ 09:07 NZDT: Report abusive post
hahaha yes everyone is so right, does sound like a computer game hahaha go figure coming from a web designer.. it definately isn't a catchy name that would throw me to buy the product, mind you if i were a police officer and named the product, it would be pol-10-7 maybe lol.. oh well
sarahp said on 2009-09-27 @ 08:51 NZDT: Report abusive post
I get the concept but it's just not a very good name for a spread ... despite the word snack in it, it just doesn't sounds edible.
cazba said on 2009-09-27 @ 07:28 NZDT: Report abusive post
iSnack2.0 is a ridiculous name! I'm sure they could have selected a different one