Kraft Foods chose iSnack 2.0 for the cheesy version of Australia's iconic spread after a competition.
Kraft Foods chose iSnack 2.0 for the cheesy version of Australia's iconic spread after a competition. AAP

iSnack 2.0 may not spread

KRAFT has released the name of their new Aussie cheesy spread and word on the street in Bundaberg is that people are not happy little Vegemites about the decision.

iSnack 2.0 is the name which Kraft Foods chose for the cheesy version of Australia's iconic spread.

Bundaberg woman Denise Palmer said she does not like the new name.

“The name is too absurd and it doesn't tell you anything,” Mrs Palmer said.

“It just doesn't fit with Vegemite, the name has no association.”

The new product is an attempt by Kraft Foods to reach the generation Y market, but Gen Ys were equally unimpressed with the name.

The product slogan is: “iSnack 2.0, because it's the next generation Vegemite.”

Mrs Palmer thinks the attempt to reach the younger market was not a wise decision by the food company.

“Why not try to reach the whole market, not just generation Y,” she said.

The new formula is a combination of Vegemite and Kraft cream cheese and has a milder taste than the original.

A country-wide competition was held to find the new name, more than 40,000 entries were received.

The winner was a West Australian web designer Dean Robbins.

Mrs Palmer thinks while the name may not work for the brand, the taste might.

“In the end it will be the taste that decides if people buy it,” she said.



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