Feeds

Kraft cans Vegemite iSnack2.0

New name 'fails to resonate' with outraged Aussies

Gartner critical capabilities for enterprise endpoint backup

LogoWatch Kraft has announced that it's dropping the name Vegemite iSnack2.0 for its cream-cheese-impregnated Vegemite following a severe shoeing from outraged Aussies.

Just a few days after the company trumpeted that 27-year-old web designer Dean Robbins had beaten off over 48,000 rival suggestions from fellow Australians to brand the product, it has admitted the name "has simply not resonated" with the good burghers of the Lucky Country.

According to the BBC, one rather disgruntled Vegemite fan suggested Robbins be forced to run naked through Sydney "wearing nothing but a generous lathering of old-fashioned Vegemite as retribution for his cultural crime".

A red-faced head of corporate affairs, Simon Talbot, strongly denied the whole sorry affair had been a cheap way of drumming up press coverage. He defended: "At no point in time has the new Vegemite name been about initiating a media publicity stunt. We are proud custodians of Vegemite, and have always been aware that it is the people's brand and a national icon."

Kraft will on Friday announce a new public participation exercise to decide on a more acceptable moniker. In the meantime, our cousins Down Under will have to suffer what one local described as "the worst name ever".

Talbot said: "Our Kraft Foods storeroom currently has thousands of jars of the iSnack2.0-named Vegemite. This product will be distributed around Australia, and will continue to be sold in supermarkets for months to come, until Australia decides upon a new name."

While Kraft is apparently responding to the will of the people, there may be more to the fiasco than meets the eye. Brand Republic notes that sandwich maker outfit Breville holds a trademark on the name "iSnack" - granted in 2001 to cover "cooking apparatus including snack makers and sandwich toasters; parts and accessories in this class for cooking apparatus". ®

5 things you didn’t know about cloud backup

More from The Register

next story
MEN WANTED to satisfy town full of yearning BRAZILIAN HOTNESS
'Prettier, better organised, more harmonious than if men were in charge'
Cops baffled by riddle of CHICKEN who crossed ROAD
'Officers were unable to determine Chicken's intent'
Yes, but what are your plans if a DRAGON attacks?
Local UK gov outs most ridiculous FoI requests...
Drunkards warned: If you can't walk in a straight line, don't shop online, you fool!
Put it away boys. Cover them up ladies. Your credit cards, we mean
Why your mum was WRONG about whiffy tattooed people
They're a future source of RENEWABLE ENERGY
Murder accused DIDN'T ask Siri 'how to hide my roommate'
US court hears of cached browser image - not actual request
Chomp that sausage: Brits just LOVE scoffing a Full Monty
Sales of traditional brekkie foods soar as hungry folk get their mitts greasy
prev story

Whitepapers

Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
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.
Backing up distributed data
Eliminating the redundant use of bandwidth and storage capacity and application consolidation in the modern data center.
The essential guide to IT transformation
ServiceNow discusses three IT transformations that can help CIOs automate IT services to transform IT and the enterprise
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.