Tuesday, September 29, 2009

Vegemite and new name | Kraft and vegemite | Julian Lee

 

Unhappy little Vegemites vent their fury over iSnack 2.0

JULIAN LEE, MARKETING EDITOR
September 29, 2009

Comments 82

Cathy Wilcox

Illustration: Cathy Wilcox

IT MUST have seemed like a good idea at the time. But no sooner had Kraft trumpeted the name of its new Vegemite variant, iSnack 2.0, than it was met with almost universal condemnation by customers.

On Saturday, the internet bristled with indignation at the name chosen from 48,000 suggestions by Vegemite fans as part of a public relations campaign to name its new cheese-based spread.

Vegemite and new name | Kraft and vegemite | Julian Lee