Kraft Foods Announces Poll To Re-name Vegemite Isnack2.0

Kraft Foods Announces Poll to Re-Name Vegemite iSnack2.0

2 October 2009: Kraft Foods Australia/New Zealand will ask Australians and New Zealanders today to choose the best name for the new Vegemite.

Since the announcement of Vegemite iSnack2.0, Kraft Foods has learnt that consumers like the taste; but not the name.

From 5pm (AEST) today, consumers can visit www.vegemite.com.au to cast their vote on six names taken from the original 48,000 suggestions.

Both online polling and traditional market research will be conducted independently by Quantum Market Research. The online polling will be open for all people to vote until midday (AEDST) Monday 5 October 2009.

Kraft Foods Australia/New Zealand Head of Corporate Affairs, Simon Talbot, said:

"The names that are being put forward to be voted upon are names which Australians and New Zealanders submitted as part of the original 48,000 suggestions. We identified the top three most popular names that can be trademarked by Kraft Foods; we have also included three others from the entries that are worthy of consideration based on consumer feedback.

"The name which is voted the most popular by Australians and New Zealanders will be the name for the new Vegemite," said Talbot.

Unfortunately "CHEESYMITE", amongst other suggested names, cannot be trademarked by Kraft Foods as they are already being used by other companies in both Australia and New Zealand.

The six names, in alphabetical order, are:

1. VEGEMITE CHEESYBITE
2. VEGEMITE CREAMYMATE
3. VEGEMITE SMOOTH
4. VEGEMITE SNACKMATE
5. VEGEMITE VEGEMATE
6. VEGEMITE VEGEMILD

"We hope to reach as many people as we can, both online and traditional polling techniques, to ensure we get a fair representation of what every Australian wants," Talbot continued.

"It's obviously not possible to please everyone, however our aim is to reflect the views of the majority of Australians to this end the most popular name identified will be the new Vegemite name."

"We developed the new Vegemite from online feedback and consumer insights, and we will continue to listen," said Talbot.

The results will be independently verified by Quantum Market Research and announced on Wednesday 7 October 2009.

Vegemite iSnack2.0 will be on shelves for a number of weeks until we are able to print labels and ship stock to stores.

- Ends -

Richard Amos: Royce, 03 8628 9300, 0418 344 978
Peter Mahon: Royce, 03 8628 9300, 0418 351 754

SOURCE: Kraft