Vegemite

Vegemite (pronounced "VEH-gee-mite", IPA: {{IPA|}}) is the registered brand name for a dark brown, salty food paste mainly used as a spread on sandwiches and toast, though occasionally used in cooking. Popular in Australia and New Zealand—Vegemite is semi-jokingly called one of Australia's national foods—it is seldom found elsewhere (although very similar products are). Food technologist Dr. Cyril P. Callister invented Vegemite in 1923 when his employer, the Australian Fred Walker Company, had him develop a spread from brewer's yeast after war had disrupted the supply of imported yeast spreads.

Related Topics:
IPA - Australia - New Zealand - 1923 - Fred Walker - Brewer's yeast

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The brand is now owned by Kraft Foods, an American multinational that is part of the Phillip Morris tobacco company in the Altria Group of companies.

Related Topics:
Kraft Foods - Phillip Morris - Altria Group

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Vegemite's name was picked at random out of a hat by Fred Walker's daughter, Sheilah. Faced with growing competition from the similar British Marmite, the product was known from 1928 to 1935 as "Parwill", allowing a convoluted advertising slogan that said "Marmite but Parwill" - that is, "Ma (mother) might not like the taste but I'm sure Pa (father) will." This attempt to expand market share was unsuccessful and the name was changed back to Vegemite. Today Vegemite far outsells Marmite and other similar spreads in both Australia and New Zealand while remaining almost unheard-of in the rest of the world.

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Vegemite is made from leftover brewers' yeast extract, a by-product of beer manufacture, and various vegetable and spice additives. The taste is difficult to describe but is extremely salty and slightly bitter. While highly popular in Australia and New Zealand, it has never been successfully marketed elsewhere. It is notorious for the dislike it generates amongst some foreigners, particularly Americans. Note that Vegemite is not liked by all Australians - many find it far too salty to be palatable - but it remains an iconic symbol of Australia.

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Vegemite is often spread with liberal amounts of butter to help to soften the strong taste, or with sliced or melted cheese. It is also a key ingredient in the popular "Cheesymite Scroll" or "Cheddarmite Scroll" produced by bakeries in Australia, a savoury spiral pastry which includes cheese spread and vegemite.

Related Topics:
Butter - Cheese - Cheesymite Scroll

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Vegemite's rise to popularity was helped by marketing campaigns in the 1940s, using groups of smiling, attractive healthy children singing a catchy jingle entitled "We're happy little Vegemites". Indeed, many Australians still use the phrase "happy little Vegemite" to describe such children. Re-edited versions of the advertisements and jingle continue to be used for their appeal to patriotic nostalgia.

Related Topics:
1940s - Jingle

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Australian backpackers and other tourists often carry jars or tubes of Vegemite in their luggage, and sometimes use them as props in group photographs.

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Many non-Australians became aware of Vegemite when it was mentioned in the lyrics of Down Under. This worldwide hit for the Australian pop group Men At Work in the early 1980s was used as an unofficial anthem when Australia won the America's Cup sailing competition.

Related Topics:
Down Under - Men At Work - 1980s - Anthem - America's Cup

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