VEGEMITE

VEGEMITE, the Australian spread with a hundred years of history

VEGEMITE is a brand of salty spread made from yeast extract, sold in Australia since 1923. The company presents itself as the local owner and manufacturer: according to its own website, the product is not only owned and made in Australia, but "tastes like Australia". The brand belongs to Bega Cheese Limited, which is listed as the holder of the rights to VEGEMITE, its device, its trade dress and the associated slogans.

The product is described as a unique blend of flavours, intended to be spread on toast, added to sandwiches or used as a secret ingredient in cooking. The brand's communication highlights its content of B-group vitamins — B1, B2, B3 and folate — and recommends its consumption as part of a balanced, varied diet, along with an active lifestyle.

Available varieties and formats

The product catalogue includes different versions of the spread:

• Classic VEGEMITE
• VEGEMITE & Cheese
• VEGEMITE GLUTEN FREE
• VEGEMITE SQUEEZY (flexible packaging format)
• VEGEMITE 40% Less Salt
• VEGEMITE Personalised Jar

One hundred years of the brand and the Happy Little Remake campaign

The brand commemorates its centenary with the Happy Little Remake campaign, a recreation of its iconic advertisement. The initiative arose from a national public casting call held in April, in which children from all over Australia were invited to take part in the new version of the advertisement. According to the website's data, more than 10,000 audition applications were received. The company expressly thanks all participants and those who have kept the product present throughout its one hundred years of history.

Mitey Merch merchandise store

The brand runs an official store for promotional products under the name Mitey Merch Store. The range covers several categories:

• Clothing and accessories for adults: hoodies and sweatshirts, T-shirts, board shorts, one-piece swimsuit, corduroy cap, slipper socks, one-piece pyjamas, crop top, apron, tie, cufflinks, scarf, scrunchies and bags.
• Children's clothing: kids' smock, one-piece pyjamas, long-sleeve T-shirt, board shorts, swim cap, beanie, reversible bucket hat, party set, party shirt, party shorts, ribbed beanie, slipper socks and cooking utensils set.
• Homewares: 100th birthday commemorative plates, beach towel, two-piece brekkie set, kid's sippy cup and plate set, stubby holder, key ring, beach ball, drink bottle, puzzle and pen.
• Dog items: collar, harness, leash and sweater.

The store includes a specific range of 100th anniversary commemorative products, such as the key ring, beach ball, pen, scarf, oversized hoodie, unisex T-shirt and commemorative plates. The prices shown in the catalogue at the time of analysis include, among others, the kids' smock at $18.14, the apron at $29.95 and the puzzle at $31.77.

Recipes and culinary uses

The website compiles cooking ideas that use the product as an ingredient. Among the published recipes are: Gout Gout's Avocado and VEGEMITE on Toast, Cheesy VEGEMITE Hot Cross Buns, VEGEMITE Pasta with Spinach & Tomato, Savoury Bites with Vegemite Glaze, Vegemite Salmon Poke Style Bowl and the Barty Parmy recipe.

Consumer service and contact

The company maintains a Consumer Advice Service for enquiries, open Monday to Friday from 9:00 to 17:00 (Australian Eastern Standard Time). It has a toll-free line within Australia and another for New Zealand. Enquiries can also be sent by email to the brand's privacy address or to that of Bega Cheese Limited, or via the website's contact form, which allows the reason for the enquiry to be classified as general enquiry, product comment, complaint or product issue, or commercial enquiry.

The brand offers a 10% discount on the first Mitey Merch order for residents in Australia and New Zealand, applicable to orders over AUD 24.95 (excluding shipping) and with excluded products such as the VEGEMITE surfboard and VEGEMITE Silver Toast. The promotion indicated an expiry date of 31 December 2024 and a code validity period of 30 days from receipt. The website also allows the purchase currency to be selected from Australian dollar, Canadian dollar, pound sterling, New Zealand dollar and United States dollar.