Backlash kills off iSnack 2.0

30 Sep 2009, 3:29 pm   -   Source: SBS
Share This
0 
+ Comment
6
The ill-fated naming of the new Vegemite as iSnack 2.0 has lasted four days after a huge consumer backlash (Photo: Kraft Foods)

The ill-fated naming of the new Vegemite as iSnack 2.0 has lasted four days after a huge consumer backlash (Photo: Kraft Foods)

Kraft will change the name of their new Vegemite product after a huge consumer backlash against 'iSnack 2.0'.

Kraft have announced they will change the name of their new Vegemite product after a huge consumer backlash against 'iSnack 2.0'.

The name of the 'new Vegemite' was announced with fanfare during Saturday's AFL Grand Final after holding a competition which gathered more than 48,000 suggestions.

The winning entry belonged by a Western Australian web developer who later admitted he suggested the name iSnack 2.0 in jest.

However online message boards, Twitter and other social networks have been overwhelmed with negative comments about the name, forcing the company into a rethink just four days after the announcement.

"Since the announcement of the new Vegemite name at the AFL Grand Final, Kraft Foods has heard consumers' like the taste; they just don’t like the name," the company said in a statement.

"The new name has simply not resonated with Australians. Particularly the modern technical aspects associated with it," said company spokesman Simon Talbot.

However Kraft has denied the name and backlash was a stunt, after many critics claimed the backlash amounted to millions of dollars in free publicity.

We are proud custodians of Vegemite, and have always been aware that it is the people's brand and a national icon," Mr 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."

A new competition to name the spread - a mix of Vegemite and cheese spread - will be announced by the end of the week.

The rights for what many see as the obvious naming choice for the snack - Cheesymite - is off-limits to Kraft, as its held by national bakery chain, Baker's Delight.
 

  • Follow us: 
  • Follow us on Facebook
  • Follow us on Twitter
  • Follow us on Youtube

Your Comments

...

Paul - from Melbourne, 4 years ago

How hard can it seriously be??? VEGEMATE!!! Can't get more Aussie than that and it IS a mate to the original. Who's with me?!

Maybe it's just me

Nunuv Yerbizznezz - from US Midwest, 4 years ago

Maybe it's my barbarian Yank sensibilities, but "Vegemite" sounds like something I'd buy at the auto repair or perhaps the gardening supply. If Kraft Foods in Australia is anything like Kraft Foods here, it's all shite anyway.

A bit naughty

suratshabd - from Gold Coast, 4 years ago

I've heard people bandying around VegeShite. Apparently they don't like the taste!

Cheesy Vegemite

Grumpy Michael - from Perth, 4 years ago

Why not call "Cheesy Vegemite" and sound appealing? I love that the guy who coined "iSnack 2.0" did so in jest, and how embarrassed Kraft should be about this!

Here's one for free:

LaeMing - from Wollongong, 4 years ago

"Vegemite with Cheese" They can even drop the 'with' if their marketing department can't handle a sensible product name. Marketers! the only good thing about them is they are not licensed to practice real psychology.

mrs

tania - from holden hill adelaide, 4 years ago

What an awful name, I would have called it Cheesymite.

Join the Discussion

Name
City / Suburb E.g. Artarmon, Sydney
Title
Comment
You have characters remaining.
Validation
What's this?
This is a captcha-picture. It is used to prevent mass-access by robots.
All submitted comments become the property of SBS. They are moderated, so we reserve the right to edit comments and remove HTML tags. Not all submitted comments will be published. Publication does not mean we endorse the opinions expressed. Please read our terms and conditions for more information.