Kraft Foods, the US food giant, has launched the first addition to the Vegemite range for 85 years.
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Vegemite, one of Australia’s most iconic food brands, was created in 1923 and Kraft has decided to add to the line with a “ smooth velvety version of the original”.
The product has yet to be named and Kraft said it would appeal to Australian consumers to come up with a name for the new line.
A spokesman for Kraft in Australia and New Zealand said the company had asked 300,000 Australian consumers what they wanted from the Vegemite brand.
“They told us that they wanted a Vegemite that doesn’t require combining it with butter, and one that’s easier to spread,” the spokesman said.
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By GlobalData“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. It is great with celery, carrot sticks or crackers and crisp breads.”
