
I'll be corrected, I know. It's 'vegemite' in Australia. Both vegemite and marmite co-exist in both Australia and New Zealand, yet for some reason I was brought up on marmite. I think my mother prefers marmite. I like them both equally. Others will tell you there's no difference.
Anyway, it doesn't matter anymore. Attention has been redirected. Some bright spark in the marketing department at Kraft decided this classic breakfast spread needed a bit of a makeover, a bit of a revamp. So they have put out a new version of vegemite and asked the public to suggest names.
I think Kraft went out of their way to go with the most controversial one: iSnack 2.0. Cos, like, you know, if you want to be trendy you just stick a lower-case i in front of a word and there you are. Not surprisingly, the name was suggested by a computer nerd.
When are we going to stop hearing words with an unnecessary 'i' in front of them? Like any other super-trendy thing, there's nothing that will look more dated in ten years' time. Anything with an 'i' in front of it will sound a bit like all those tunes from the 1980s which made full use of the new-fandangled synthesiser. Anything suffixed with '-licious' is already starting to sound a bit early noughties. And anything prefixed with an 'i' makes us all sound a bit egotistical, don't you think? "I" want this, "I" deserve that. I suspect this trend was started by Apple, with its very popular iPod brand, though was quite possibly inspired by the Japanese, who some years ago took the English word 'My' and prefixed it to all sorts of words to mean 'individual'. e.g. "I'm going to walk up this mountain MY-PACE".
As for the vegemite issue, many more creative names were suggested, as you'd expect with 48,000 entries. The name has since been dumped. Pa-mite was a personal favourite, but round here, it'll be known as vege-cream.
Cos that's what it's like, if you're wondering. (They're selling the jars with iSnack 2.0 labels for cheap at Coles, so I bought some.) Except it's not cheap at all, because it's basically a creamy, less potent version of Vegemite, in which case you might as well buy yourself a big jar of Vegemite and use less.
It looks like Nutella. I'm sure that'll fool many an unwary Japanese exchange student.*
(*I have yet to meet a Japanese person who enjoys Vegemite. It doesn't help that it looks like chocolate, and therefore lulls the foreigner into a false sense of expectation.)