i-Snack 2.0 changes to Cheesybite

The entire Australia has been concerned by the new name originally given to the new Vegemite product by Kraft Food. i-Snack 2.0 wasn’t successful at all, and every single TV shows across Australia didn’t forget to mention it accompanied by a thick layer of negative comments.

After all, Vegemite is the most Australian of all products, so Australians have their word on this !
The idea “i-Snack 2.0″ still comes from an Australian consumer as Kraft had originally organised a competition to involve consumers in naming their new baby… but the last word was wrongly given to Kraft and they decided very bad with “i-Snack 2.0″ ….
Learning from their mistakes, they finally decided to rename their new product, this time involving their consumers in taking the final call on the name they would like to see on the yellow pot. Australians could vote on the Vegemite website and the result is “Vegemite Cheesybite” with 36% of the votes.
The other names in competition were:
- “Vegemite Smooth” with 26% of the votes,
- “Vegemite Vegemate” with 20%,
- “Vegemite Snackmate” with 8%,
- “Vegemite Vegemild” with 7% and
- “Vegemite Creamymate” with 6% on a total of more than 30,000 voters.

After weeks of debate around that name, one thing is sure: the success of the buzz around the new Vegemite product.
I would be curious to know how many Australians don’t know that Vegemite has released a new product… I can tell you, not that many…. it was a dangerous game of branding which wasn’t so dangerous after all… Vegemite is still Australians’ biggest pride !!!