A red-faced Kraft Foods has announced that it is caving to public pressure and will drop the iSnack 2.0 branding of the new Vegemite.
Originally launched in July 2009 as Vegemite ‘Name Me’, Vegemite iSnack 2.0 was selected as the winner in a nationwide search which attracted over 48,000 new names.
Since announcing the name less than a month ago at the AFL Grand Final, Kraft Foods have been forced to admit consumers like the taste, they just do not like the name.
“We have been overwhelmed by passion for Vegemite and the new product,” says Kraft Foods head of corporate affairs Simon Talbot.
Mr Talbot initially said the Vegemite iSnack 2.0 name was chosen, “based on its personal call to action, relevance to snacking and clear identification of a new and different Vegemite to the original”.
However in a statement released yesterday, Mr Talbot admitted Kraft had made a mistake.
“The new name has simply not resonated with consumers, particularly the modern technical aspects associated with it.”
Since hitting shelves in July, the new Vegemite has already sold over 2.8 million jars, but Mr Talbot has fired back at suggestions the initial announcement was just 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,” he says.
Mr Talbot says thousands of jars of the iSnack 2.0 spread will be distributed around New Zealand and Australia until consumers decide on a new name.
He says Australians and New Zealanders will be invited to decide the new name through and independent popularity vote.
Details on the voting process will be announced on October 2.
3 News
source: newshub archive
