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Spread it; our icon is cheesy

Beck Bruce and Senna Smith get a taste of the new Vegemite.
Beck Bruce and Senna Smith get a taste of the new Vegemite.

SEENA Smith is one happy little Vegemite.

The eight-year-old Tweed Heads girl and her mum, Beck Bruce, became the first on the Tweed to taste test the new variation of the Australian favourite yesterday.

Kraft will next month release Vegemite 'Name Me', a combination of the iconic spread with cream cheese to give it a smoother, more spreadable consistency.

Both mother and daughter said they have always enjoyed the traditional taste, but still gave the thumbs up for the new recipe.

“I really liked it. I can taste a bit of the cheese in the mix,” Seena said.

Seena said she has grown up with Vegemite on toast for breakfast and in sandwiches with slices of cheese for lunch.

“It's still got the same taste, but it's creamier,” she said.

The beloved formula was tweaked based on feedback given in the “How Do You Like Your Vegemite” survey from last year.

Kraft head of corporate affairs Simon Talbot said the new Vegemite was created with casual snacking in mind.

“The census revealed peopled wanted a Vegemite that doesn't require combining with butter and one that's easier to spread,” Mr Talbot said.

“The new Vegemite experience has been developed with this in mind. It offers a completely different eating experience, and has been created for snacking occasions any time during the day.

“Rest assured, the original Vegemite will continue to be Australia's favourite spread and the flavour will remain unchanged.”

Mr Talbot said the new spread is especially great with celery, carrot sticks or crackers and crispbreads.

“With such a well-loved, iconic brand we wouldn't create something using the Vegemite name unless we were absolutely sure that Australians would love it. Original Vegemite will always remain a family favourite for breakfast,” he said.

The new Vegemite will be made in Australia and will appear in stores from July 7.

A competition will be launched at the same time to help find a new name for the spread.

Seena said if she had the choice she would name the new product “Cheesymite”.

Did you know...

Vegemite was first sold in 1923;

The Vegemite jingle was performed on radio for the first time in 1954;

A 115g jar of Vegemite became the first product to be electronically scanned at a checkout in 1984;

Vegemite celebrated the sale of its one-billionth jar last year.

Read more ...

Kraft creates new Vegemite experience



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