Kraft & Naming 2.0

Kraft Foods Inc. will allow consumers to choose the name of its new, milder version of Vegemite after a storm of complaints from Australian consumers led it to scrap plans to call the spread iSnack2.0.



After receiving 48,000 suggestions to its Web site, consumers can choose from Cheesybite, Creamymate, Smooth, Snackmate, Vegemate and Vegemild, Simon Talbot, Kraft’s corporate affairs head for Australia and New Zealand, said in an e-mailed statement today. The winner will be revealed Oct. 7.





Since Kraft announced the iSnack2.0 name on Sept. 26, thousands have expressed disapproval on blogs, social networking sites and videos uploaded to YouTube. The new spread combines cream cheese with the original salty, pungent Vegemite that has been an Australian staple since 1923.

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via JOwyang