NEWS7 October 2009

Poll picks ‘cheesy’ name for Vegemite iSnack2.0

Asia Pacific

AUSTRALIA/NEW ZEALAND— Kraft Foods has renamed its new Vegemite spread Vegemite Cheesybite after 30,000 consumers voted in online and telephone polls.

The firm hired research agency Quantum Market Research to carry out the survey following consumer uproar over the previous name for the product, Vegemite iSnack2.0, which had been the winning entry in a contest to name the cheese-based spread.

Six names were put to the public and Cheesybite won with 36% of the vote. Smooth came second with 23%. Creamymate was least popular with 6%.

James Verrinder

Asia Pacific

@RESEARCH LIVE

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