Down Under: Introducing Vegemite Blend 17

The New York Times: “Vegemite, the classic condiment found on breakfast tables in every corner of Australia for nearly a century, is going posh. Bega, manufacturer of the iconic — if divisive — yeast extract spread, released a new and more expensive version of the product this week, raising questions about whether the brand had abandoned its humble roots in favor of a more affluent demographic.”

“The new variety, Vegemite Blend 17, is sold in achingly artisanal packaging that includes an unnecessary cardboard box, a gold-colored lid and a price tag more than double that of a traditional jar, coming in at 7 Australian dollars, or nearly $5.50 … Anthony Agius, a Melbourne resident who says he has eaten Vegemite for 32 years, purchased the new product out of curiosity … Mr. Agius said he could not easily distinguish the new blend from the original.”

“When asked whether the new product may be a cynical, short-lived marketing ploy to draw attention and stoke lighthearted controversy, (marketing director Ben Hill) simply encouraged Australians to ’embrace the taste.’ The company, he said, did not plan to reissue the product after its initial run of 450,000 units. But if the new blend proved popular, Mr. Hill said, Bega might keep making it.”

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