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Vegemite
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A star is born!
Vegemite was created in 1922, when a young chemist named Dr. Cyril P Callister at the Fred Walker cheese company, of which Fred Walker was the founder of, developed a new spread using brewer's unwanted yeast. The delicious result that we now call vegemite is also one of the world's richest known sources of Vitamin B. It was sold in a 2 ounce (57 gram) amber glass jar topped with what was known as a Phoenix seal, in order to keep the contents fresh. However, it still needed a name. -
The Naming of This Delicious Stuff
In a desperate approach to name the stuff, the Fred Walker cheese company ran a competition that invited the public to think of a name for this delectable spread. The prize for the finalists was fifty pounds, and this was a lot of money back in 1923. This meant there was a mountain of entrants with entries wanting to get their mittens on the prize. A name was literally ‘pulled out of the pile, and the winner was… the name VEGEMITE! -
The Naming of This Delicious Stuff, Cont.
Unfortunately, the name of the winning contestant was never recorded. They hit the shelves in 1923 and were described as “Delicious on sandwiches and toast. Improves the flavour of soups, stews and gravies. However, it didn’t immediately catch on with us Aussies, and business was terrible. -
The Fred Walker Cheese Company Becomes the Kraft Walker Cheese Company
For some reason, the name of the Fred Walker Cheese Company was changed to the Kraft Walker Cheese Company. It sold a limited edition porcelain jar, which is now a very rare and wanted collector’s item. -
From Vegemite to Parwill
In 1928, the Kraft gang decided that perhaps all they needed to do to get Vegemite to sell better was to change the name. They decided to name it Parwill, because the Sanitarium Company had created a rival product, Marmite. The idea was ‘ If Marmite (Ma might) then Parwill (Pa will)’. Parwill was only ever sold in Queensland, and no-one really got the joke. Walker decided to rethink, and finally realised that the Vegemite brand could work. -
A Size for All!
Vegemite became available in an assortment of shapes and sizes, from a 2-ounce (57 gram) opal glass to a huge 6-pound (2.72 kilogram) tin. So no matter how big or how small your appetite was, there was a size for you. -
Coupon Craziness!
Vegemite sales soared when Vegemite redemption coupons were contained in packets of cheddar cheese. Tonnes of bargain-hunting Aussies used their coupons and sales of the Vegemite climbed, and so did its reputation as a delicious, nutritious new spread. Unfortunately, Fred Walker passed away this year as well, but Kraft continued. -
Toast is Vegemite's best friend
This was the year that the Australian households went electric, and along came Vegemite’s best friend: the electric toaster. Also, there were a few other improvements, like vacuum cleaners and mechanical washing machines. -
Lost Limerick
In 1937, yet another promotion was released, but this one was a limerick competition, this time with substantial prizes, which included Pontiac automobiles. Entries were coming in from all over the county and Aussies were eating much more Vegemite. Unfortunately, the winning limerick is not known. -
Happy Birthday to Vegemite!
Vegemite was created in 1922, and this means it is Vegemite's 20th birthday. Happy birthday, Vegemite! -
Mickey-Mite
Vegemite had many promotional labels, including Mickey Mouse and Donald Duck. This was a huge success with children. -
K is for Kraft
A 'K' in a hexagon (the Kraft logo) appeared over the word Vegemite, to support the fact that Vegemite was actually part of the American company Kraft. -
Happy Little Vegemites
1954 was the firs ever time that the 'Happy Little Vegemites' tune was played in sound. Since then, the jingle has been an advertising classic. -
Happy Little Vegemites on the box
Now the familiar tune wasn't just a tune. It was a telivision ad! And, to add to the success, Vegemite was available, for the first time, in a light, clear glass jar. -
Dickins and Woolworths sell Vegemite!
Two supermarkets opened this year, and sold Vegemite. One was Dickins (now Coles) and the other was Woolworths (now Woolworths). -
Change is good
The Vegemite logo was changed in 1970. It still looks the same as it did in the present, 2010, as it did 40 years ago. -
The telly gets coloured
Ads are now in colour and the phrase "Pass the Vegemite please mum" was made into a colour commercial. -
66 Cents for Your Vegemite
In April, a 115 gram jar of Vegemite makes history by being the first electronically scanned item at a checkout in Australia. This happened at Woolworths, and the price was 66 cents. -
Older Than Your Father
Vegemite now turns 70 and is known to millions of Aussies. Super Happy Birthday Vegemite! -
Snack Abouts
'Snack Abouts' was created so people could get their vitamin B anywhere, anytime. -
Place Your Vegemite on Vegemite Placemats
To kick the new millenium off, limited edition placemats were sold, and had the words 'The Future is as bright as bright can be". -
iSnack 2.0 - iHate it
Almost as soon as the new iSnack 2.0 was released, it was recalled because nobody, not even the Kraft workers, liked the name. A website was even created: Names That Are Better Than iSnack 2.0.
