Feeds

Vegemite unscrews lid on iSnack2.0

Cream cheese, whalesong and a soupçon of Web 0.2

Combat fraud and increase customer satisfaction

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". ®

3 Big data security analytics techniques

More from The Register

next story
Forget the beach 'n' boardwalk, check out the Santa Cruz STEVE JOBS FOUNTAIN
Reg reader snaps shot of touching tribute to Apple icon
Oz bank in comedy Heartbleed blog FAIL
Bank: 'We are now safely patched.' Customers: 'You were using OpenSSL?'
Happy 40th Playmobil: Reg looks back at small, rude world of our favourite tiny toys
Little men straddle LOHAN, attend tiny G20 Summit... ah, sweet memories...
Spanish village called 'Kill the Jews' mulls rebranding exercise
Not exactly attractive to the Israeli tourist demographic
Lego is the TOOL OF SATAN, thunders Polish priest
New minifigs like Monster Fighters are turning kids to the dark side
Dark SITH LORD 'Darth Vader' joins battle to rule, er, Ukraine
Only I can 'make an empire out of a republic' intones presidential candidate
Chinese company counters pollution by importing fresh air
Citizens line up for bags of that sweet, sweet mountain air
Google asks April Fools: Want a job? Be our 'Pokemon Master'
Mountain View is prankin' like it's 1999...
prev story

Whitepapers

Designing a defence for mobile apps
In this whitepaper learn the various considerations for defending mobile applications; from the mobile application architecture itself to the myriad testing technologies needed to properly assess mobile applications risk.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.