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iSnack 2.0 morphs into Cheesybite

Kraft rebrands Vegemite 0.2

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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." ®

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