Vegemite 220g

$9.49

Whether you spread it on your toast, enjoy it in a sandwich or add it as the secret ingredient to your cooking, VEGEMITE is a unique blend of weird and wonderful that has been bringing a smile to faces since 1923. VEGEMITE isn’t just owned and made in Australia, it tastes like Australia.

The VEGEMITE brand has a history spanning over 100 years and is proudly owned by the great Australian food company – Bega Cheese Limited. Bega Cheese Limited purchased the VEGEMITE brand in 2017, returning VEGEMITE to Australian ownership for the first time in over 90 years. VEGEMITE has been proudly made in Port Melbourne, Australia since 1923. Can you believe it has been 100 years since VEGEMITE graced the shelves of Australian grocers?

Dr. Cyril P Callister from the Fred Walker Company developed a spread from one of the richest known natural sources in the Vitamin B group – brewer’s yeast. In 1923, after months of laboratory tests, Dr. Cyril P Callister developed a tasty, spreadable product that was labelled ‘Pure Vegetable Extract’, which later became known as ‘VEGEMITE’!

The Fred Walker Company initiated an ingenious plan; to have the Aussie public officially name their spread. A national competition was launched, offering an attractive 50-pound prize pool for finalists. Unfortunately, the name of the winning contestant was not recorded, but the winning name of the spread – VEGEMITE – was chosen by Fred Walker’s daughter out of hundreds of entries. In 1923, VEGEMITE graced the shelves of grocers Australia-wide. “Delicious on sandwiches and toast, and improving the flavours of soups, stews and gravies,” was how the spread was first described and marketed.

The reality was that at the time, Marmite (a thick, dark English spread), already dominated the Australian market and Australians were reluctant to even try Fred Walker’s locally made product. Poor sales of VEGEMITE resulted in its name being changed in 1928 to ‘Parwill’. Walker was determined to emulate the success of Marmite and the logic behind the re-branding strategy was simple; “If Marmite…then Parwill.” Walker’s innovative method of marketing was, however, unsuccessful. Parwill failed to gain momentum across the country. It would take Fred Walker 14 years of perseverance and a change back to the original VEGEMITE brand for Australians to embrace what would later become an Australian icon.

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