NEWS2 October 2009
AUSTRALIA/NEW ZEALAND— Kraft Foods has turned to Quantum Market Research to resolve consumer unrest over the name of its new cheese-based Vegemite spread.
The firm named the new spread Vegemite iSnack2.0 last week following a competition where more than 48,000 new names were suggested. At the time, Kraft said that the iSnack2.0 name was chosen “based it on its personal call to action, relevance to snacking and clear identification of a new and different Vegemite to the original”.
However, the name has not been popular with consumers and Kraft has launched an online poll on its website to decide a new name. Would-be voters are directed to a Quantum survey, where they are able to pick one of six alternative names for the product.
On the iSnack2.0 name, Kraft said: “We have learnt that many of you like the taste; but not the name. That’s why we want you to choose a better one.”
Polling runs from today until Monday, and the new name will be announced on 7 October.