Feeds

iSnack 2.0 morphs into Cheesybite

Kraft rebrands Vegemite 0.2

Combat fraud and increase customer satisfaction

LogoWatch Kraft has announced that the spread formerly known as iSnack 2.0 will henceforth grace Oz's kitchens under the name of Vegemite Cheesybite.

The rebrand follows a furious backlash against the original moniker for the cream-cheese-enhanced Vegemite, selected from over 48,000 candidates submitted by the unwashed masses.

Accordingly, Kraft asked 30,000 discerning consumers to pick an alternative. Cheesybite attracted 36 per cent of the popular vote, followed by 23 per cent for Smooth, 20 per cent for Vegemate, eight per cent for Snackmate, seven per cent for Vegemild, and six per cent for Creamymate.

But while this would appear to be an end to the matter, Brand Republic notes that Cheesybite bears more than a passing resemblance to Pizza Hut's Cheesy Bite - registered as a trademark back in March 2006.

Kraft last Friday pitched to register Vegemite Cheesybite as a trademark, and experts reckon it could be heading for a legal collision with Pizza Hut.

Not so, insisted Kraft communications manager Simon Talbot, who said his company's proposed trademark would "sufficiently differentiate it from the Pizza Hut Cheesy Bite product". He said he had "a lot of confidence" in Kraft's legal team.

Talbot sounded equally confident about iSnack 2.0, when he declared at its launch: "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." ®

High performance access to file storage

More from The Register

next story
Spanish village called 'Kill the Jews' mulls rebranding exercise
Not exactly attractive to the Israeli tourist demographic
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...
Forget the beach 'n' boardwalk, check out the Santa Cruz STEVE JOBS FOUNTAIN
Reg reader snaps shot of touching tribute to Apple icon
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

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.
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.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.