![]() Rationed in Australia during World War II, Vegemite was included in Australian Army rations and by the late 1940s was used in nine out of ten Australian homes. Sales responded and in 1939 Vegemite was officially endorsed by the British Medical Association as a rich source of B vitamins. In a two-year campaign to promote sales, Vegemite was given away free with Kraft Walker cheese products (with a coupon redemption) and this was followed by poetry competitions with imported American Pontiac cars being offered as prizes. Kraft & Bros to market processed cheese and, following the failure of Parwill, in 1935 he used the success of Kraft Walker Cheese to promote Vegemite. In 1925, Walker had established the Kraft Walker Cheese Co. then Pa will." This attempt to expand market share was unsuccessful and the name reverted to Vegemite, but it did not recover its lost market share. Faced with growing competition from Marmite, from 1928 to 1935 the product was renamed as "Parwill" to make use of the advertising slogan "Marmite but Parwill", a convoluted pun on the new name and that of its competitor "If Ma might. Vegemite first appeared on the market in 1923 with advertising emphasising the value of Vegemite to children's health, but failed to sell well. įred Walker's company first created and sold Vegemite in 1922.įollowing a competition to name the new spread, "Vegemite" was selected by Fred Walker's daughter Sheilah, and registered as a trademark in Australia in 1919. Concentrating the clear liquid extract and blending with salt, celery and onion extracts formed a sticky black paste. Ĭallister used autolysis to break down the yeast cells from waste obtained from the Carlton & United brewery. Callister had been hired by the chairman Fred Walker. gave Cyril Callister the task of developing a spread from the used yeast being dumped by breweries. In 1919, following the disruption of British Marmite imports after World War I, the Australian company Fred Walker & Co. ![]() The Vegemite brand returned to Australian ownership in 2017 when Bega Cheese purchased it alongside other assets from Mondelez International (formerly Kraft Foods Inc.). It is known for being high in B vitamins. It is salty, slightly bitter, malty, and has an umami flavour similar to beef bouillon (because it is rich in glutamates). ![]() It was developed by Cyril Callister in Melbourne, Victoria, in 1922.Ī spread for sandwiches, toast, crumpets and cracker biscuits as well as a filling for pastries, Vegemite is similar to British Marmite, New Zealand Marmite, Australian Promite, MightyMite, AussieMite, OzEmite, German Vitam-R, and Swiss Cenovis. Vegemite ( / ˈ v ɛ dʒ i m aɪ t/ VEJ-i-myte) is a thick, dark brown Australian food spread made from leftover brewers' yeast extract with various vegetable and spice additives. ![]()
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