Feeds

Vegemite unscrews lid on iSnack2.0

Cream cheese, whalesong and a soupçon of Web 0.2

The Power of One Brief: Top reasons to choose HP BladeSystem

LogoWatch Kraft Foods has announced the result of a three-month competition to name its new cream-cheese-adulterated Vegemite, and has decided it's a really bright idea to brand the spread "Vegemite iSnack2.0".

The man responsible for the outrage is West Australian web designer Dean Robbins. The 27-year-old saw off over 48,000 rival suggestions, including "2ritemite", "Ruddymite" and "Wow Chow", to emerge triumphant.

He told the Sydney Morning Herald: ''It's been difficult to contain my excitement - I actually leapt out of my chair when I heard the news. To think that I could go down in Australia's history is overwhelming."

He added: "It was all a bit tongue-in-cheek, really. The 'i' phenomenon and web 2.0 have been recent revolutions and I thought the new Vegemite name could do the same."

Kraft Foods' Simon Talbot cranked up the whalesong and weighed in with: "The name Vegemite iSnack2.0 was chosen based on its personal call to action, relevance to snacking and clear identification of a new and different Vegemite to the original. We believe these three components completely encapsulate the new brand."

It remains to be seen what effect the new moniker has on sales of iSnack2.0. Kraft reckons it's offloaded 2.8 million jars of the stuff since it went on sale in July - an initiative prompted by consumer calls for "a product that did not require mixing with butter and was easier to spread". ®

Eight steps to building an HP BladeSystem

More from The Register

next story
NSA man: 'Tell me about your Turkish connections'
Spooks ask Dabbsy to suggest a nice hotel with pool
Carlos: Slim your working week to just three days of toil
'Midas World' vision suggests you retire later, watch more tellie and buy more stuff
Motorist 'thought car had caught fire' as Adele track came on stereo
'FIRE' caption on dashboard prompts dunderheaded hard shoulder halt
Yahoo! Japan! launches! service! for! the! dead!
If you're reading this email, I am no longer alive
Plucky Rockall podule man back on (proper) dry land
Bold, barmy Brit adventurer Nick Hancock escapes North Atlantic islet
Russia sends SEX-CRAZED GECKOS to SPAAAAACE!
In space... no one can hear you're green...
Brit Rockall adventurer poised to quit islet
Occupation records broken, champagne corks popped
Accused! Yahoo! exec! SUES! her! accuser!, says! sex! harassment! never! happened!
Allegations were for 'financial gain', countersuit claims
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.