Vegemite has released a “milder” version of its iconic yeast spread that’s specifically designed for one portion of Australia’s population.
For more than 100 years, the product has been a staple in Australian pantries, and now shoppers can get their hands on a new version: Vegemite Kids.
The signature umami character is still firmly intact, but it’s been made for younger taste buds. It’s also perfect for tourists who want to give the iconic spread a try but aren’t keen on the full flavour.
There is 50 per cent less salt in the mix, and it has a smoother texture that’s easier to spread. But it still contains B Vitamins like the Original Vegemite recipe – including B1, B2, B3, B6, folate (B9) and B12.
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It’s been almost six years since the brand launched a new product, the last being the Vegemite Squeezy in October 2020, which offered the classic spread in an upside-down, squeezable bottle.
Tegan Froud, Senior Brand Manager at Bega Group, said Vegemite is already a renowned brand, but they want to keep innovating to embrace new customers.
“Vegemite Kids is how we make the next generation mitey,” she said.
“It’s also about meeting kids right at the start of that journey and giving them something that’s unmistakably Vegemite just a little milder in flavour.”
It’s already hit the shelves at Coles, Woolworths and other retailers and costs $5.70 for a 220g jar.
The new Vegemite Kids product (pictured) is now available at Coles and Woolworths nationwide in the spreads aisle.
(Supplied/Vegemite)
When details of the new flavour were first revealed, Aussies were torn on how they felt.
Some people welcomed the milder flavour, while others believed the recipe shouldn’t be touched.
“If your kid’s too soft to handle Vegemite, they don’t deserve it. It’s part of the initiation as an Aussie kid,” wrote one person on social media.
“The salt is what I love about Vegemite. Eat it by the teaspoon,” added another.
“Nothing wrong with reducing salt content, there should be more low salt options, especially with tinned foods,” said a third.
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