Vegemite is a dark brown yeast-paste made with vegetables, wheat and spices. It is salty, bitter, and very strongly flavored, and it is thought of as an Australian icon. It is used very commonly down under as a spread for sandwiches, crumpets, cracker biscuits, toast, and pastries.
The iconic spread is going to be renamed “Australia” temporarily just in time for Australia Day as part of a marketing campaign. A different version of the easily recognizable Vegemite jar will be made where the red diamond label is replaced by a map of Australia. The collector’s edition jars will also features stories from ten quirky Australians around the country, including a member of the official Australian Sudoku team.
In a statement announcing the promotion, Vegemite marketing director Jenny Nolch said: “Changing Vegemite’s name to Australia for a limited time in the lead up to Australia Day is our way of showing some contemporary Australian pride. It’s about having a bit of fun and celebrating the irreverence of the Australian culture.”