It’s all in the name!

IT’S been virtually nameless for three months – but now Vegemite’s new product that was named ‘Name Me’ has a new name – iSnack 2.0.

The announcement was made at quarter time during the AFL Grand Final clash at the MCG. Other name suggestions included ‘Wow Chow’ and ‘2ritemite’.

The new product – which was the first new Vegemite in 85 years – was described as a “smooth velvety version of the original” – and much loved – Vegemite.

Kraft Foods Australia/New Zealand’s Simon Talbot said earlier this year.. 

”They told us that they wanted a Vegemite that doesn’t require combining it with butter, and one that’s easier to spread.”

“The new Vegemite experience has been developed with this in mind – it offers a completely different eating experience, and has been created for snacking occasions anytime during the day.

THE name for the new Vegemite product — iSnack 2.0 — will have a short shelf life, marketing experts predict.

And Little Vegemites online are not happy, decrying it as “stupid” and “cheesy”, even “the most bloody retarded name in history”.

iSnack 2.0 was chosen ahead of 48,000 entries as the winning name, suggested by a West Australian web designer, Dean Robbins.

Tom O’Donnell, from the Australian Institute of Sales Marketing and Management, suggested the  door might be ajar for a name change soon.

”But they couldn’t have bought the advertising space which the interest in this name has generated,” he said.

It was either a very clever marketing ploy to generate publicity by being contentious — known as guerilla marketing — or a “very stupid decision”.

`I suspect they will change its name for something more palatable in the future,” he said. Food marketing consultant Kim Terakes said the new name was a long way from the Vegemite heritage, adding: “This name is not lateral. It’s just weird.”

Kraft communication director Simon Talbot agreed the name was polarising — with  Gen Y liking it and the Baby Boomers “not quite getting it”.

And the winning iSnack tweet goes to:

Saturday September 26 5:16 pm

The MissofBlack: OH Saints, dont cry.. have some iSnack 2.0 to make you as bright as bright can be… #AFL

What do you think of the name?  A few twitter reactions:

Sunday  September 27 6:48 pm

codenamemax: the new vegemite, should have just been called cheesymite…. i mean really…

Sunday  September 27 10:02 pm

Mildycurious: @codenamemax I think Kraft launched Singles with Vegemite called Cheesymite years and years ago. Lasted a little while.

Sunday  September 27 11:17 pm

Rach210: isnack 2.0 is the new name for the new vegimite… whats up with that?!

Sunday  September 27 11:18 pm

murrayNE: People seem to have a lot of issues with “iSnack 2.0″, but most tweeters seem unaware of the key issue: it’s just a very paltry product.

Monday  September  28 1:15 am

Hecsii: Honey! Pass me the isnack 2.0!

Monday  September 28 2:41 am

blakecrosby: The aussies have finally lost it. #vegemite is now known as #iSnack. WTF (mate)!!!

Monday  September 28 6:16 am

bewarethefish: Vegemite iSnack 2.0. Are they taking the piss?

Monday  September 28 6:23am

jack_hawke: iSnack 2.0. I mean seriously, out of 40,000 entries and that is the best?! I MEAN C’MON!

Monday  September 28 6:24am

Bioscienco: iSnack 2.0 – seriously what are you really going to call it?

Monday  September  6:28 am

alanburchill: RT @mattcorr I am stunned that Kraft named that new vegemite “iSnack 2.0″ Wow.. the FAIL on that is deafening!! #fb

Monday  September  6:24 am

Bioscienco: iSnack 2.0 – seriously what are you really going to call it?

And the winning iSnack tweet goes to:

Heraldsun:  Name’s a mite 2 cheesy

AdelaideNow: Vegemite gets a new name.