Vegemite - One Billion Jars Of Australian History
Vegemite - In the Beginning
A name was needed for the new product so in 1923 Fred Walker hit upon the idea of holding a competition. 50 pounds (which was a princely sum in 1923) was on offer for the winner. According to history the winning entry was drawn from a hat by Fred's daughter, Sheilah. The winners name has not been recorded. "Vegemite" was the name chosen and the first jars were soon on the shelves. It was advertised as being great on toast and in sandwiches and also added flavour to soups, gravies and stews.
In 1926 the company name was changed to the Kraft Walker Cheese Company. A limited edition ceramic jar was produced this year which is now very valuable as a collectors item.
Due to slow take up by the Australian public, by 1928 Walker thought new marketing with a new name might be in Order. He came up with the name "Parwill" as a play on words based on the main competitor, Marmite. The catchphrase being "Marmite but Parwill". Parwill was only ever merchandised in the state of Queensland and was not successful. Walker realised there was still more potential with the original Vegemite brand.
In the mid 1930's a new marketing strategey was used. Vegemite redemption coupons were included in the packaging of Kraft cheddar cheese. Hordes of Australians redeemed the vouchers and sales of Vegemite leapt along with it's reputation as a tasty nutritious spread.
In 1939, just prior to the start of World War II, the British Medical Association endorsed the nutritional value of Vegemite. This allowed it to be advertised in medical journals and promoted by medical professionals as a vitamin B rich food ideal for patients.
You can buy Vegemite Online!
Vegemite 150gr Jar
Vegemite is made in Australia and comes in a 150gr jar. Vegemite is best used sparingly as it has a strong flavor. Even though it has a beef flavor it is a vegetarian product made from yeast extract. Excellent for use in cooking or as a spread.
Yeast extract
Vegetarian
Made in Australia
Beef Flavor
"Vegemite for Vitality!
It puts a rose in every cheek!"
Vegemite - 20 years later and into the future
The 1950's were a period of more "firsts" for Vegemite. 1952 saw the introduction of the Kraft company logo to the Vegemite label. This was the first time the label had displayed the Walker company connection with it's American counterpart. 1954 was the year the "Happy Little Vegemites" jingle was first used. This catchy little tune is still in use and familiar to all Australians over 50 years later. Clear glass jars were used for the first time in 1956.
The 1970's saw a new advertising campaign with the "Pass the Vegemite please Mum" slogan.
In the 1980's a new advertisiig strategy was used, targetted mainly at teenagers and young adults. The product was promoted by well known sporting celebrities, Peter Brock, Ken Rosewall and actress Helen Morse. In 1984 a jar of Vegemite was the first product to be scanned electronically in a store in Australia. The jar was scanned in the Woolworths supermarket at Chullora and it can still be seen displayed in the Woolworths Head Office in NSW.
The 1990's saw the introduction of the now familiar tamper proof lids. Vegemite celebrated it's 70th birthday. New advertising campaigns were launched using a revamped version of the "Happy Little Vegemites" tune and the Vegemite breakfast campaign using humorous messages to promote the B group Vitamins.
The 2000's see Vegemite's nutritional message continuing to spread by school competitions with the theme "The future is a bright as can be". 2006 saw rumours that Vegemite had been banned in the United states due to it's high folate content but this was eventully revealed to be a hoax. Vegemite can still be purchased in the USA.
Things that go with Vegemite
- Vegemite Steak recipe - Best Recipes
- A recipe for Vegemite Steak at Best Recipes. Rib-eye steak baked with Vegemite and French onion soup.
- Is America at war with Vegemite? | Metro.co.uk
- Is America at war with Vegemite? ( 27 ). Related Tags: America · Canada · White House · vegemite · war. Vegemite. In a revelation that has horrified Australians, it is being reported that America has banned Vegemite, the noxious, ...
- Balloon Juice » Blog Archive » The Dogs
- (He's at home being made fat by our flatmate ? cheese on toast with Vegemite is his weakness). The thought of Pedro snubbing his cheese-on-toast without Vegemite is giving me a happy. Even if it's not true. Because I love how dogs can ...
- Vegemite kid
- Two slices of toast with vegemite... every day. Then I started reading stuff, and listening to other people, and I changed my habits and started eating cereal and milk for breakfast. For a long time I did this, but I was never really ...
Reader Feedback
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- Oosquid Oosquid Aug 10, 2009 @ 1:34 am
- I'm a Marmite man myself . . . but Vegemite is good too.
Really amused by the Pawill thing :0) Great lens, 5 stars.
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- KimGiancaterino KimGiancaterino Nov 7, 2008 @ 10:54 am
- I've never tried Vegemite, but should, since I'm a vegetarian. A billion jars is pretty darn impressive! Welcome to Culinary Favorites From A to Z.
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- StevenCousley StevenCousley Nov 3, 2008 @ 8:09 pm
- I've tried marmite and it didn't impress me. Maybe it was just my local bias. My kids were all raised on Vegemite so they would most likely prefer it to any other black, sticky, salty, savoury spread as well.[in reply to EverythingMouse]
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- EverythingMouse EverythingMouse Nov 3, 2008 @ 7:15 pm
- I love Marmite but admit I have never tried vegemite. Marmite is the one thing I always make sure I bring back from my visits to the UK! My children love it but most people I have subjected to it in the US seem to think it is very strange indeed........
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- StevenCousley StevenCousley Nov 2, 2008 @ 5:51 am
- Thank you kindly, those yankees need to learn how to appreciate good tucker. If they try to spread it on like peanut butter they are bound to have problems. :) [in reply to KiwiGayle]
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