iSnack 2.0 goes Cheesybite or bust

  • Marketing
  • October 8, 2009
  • Frances Chan
iSnack 2.0 goes Cheesybite or bust

cheesybiteBy an online public vote, Kraft’s Vegemite iSnack 2.0 has been renamed Cheesybite. There were seven options: Cheesybite, Creamymate, Smooth, Snackmate, Vegemate, Vegemild or none of these.

Of the 30,357 people who chose a name, 36 per cent went for Cheesybite – that’s 10,928 votes.


But Mumbrella investigated further and found out from Kraft that 40,000 people took part in the vote, and nearly 25 per cent did not choose any of the six names. This would amount to roughly 10,000 people. So the votes for Cheesybite and “none of these” were about the same.

Mumbrella reports:

Although he declined to share the exact numbers, Kraft’s corporate affairs head Simon Talbot insisted that Cheesybite had still come out just ahead of those who did not like any of the names.

He said: “It came out in front, just. Otherwise I’d have thought that we would have had to go back again.”

vegemite dean robbins

Spare a thought for web designer Dean Robbins, whose iSnack 2.0 moniker was chosen in the first place. He enjoyed literally 15 minutes of fame before every man and his dog shot the name down in dust.

He laments his name dumping in the Sydney Morning Herald.

Our previous Vegemite posts here.

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