Too rich? Vegemite Blend 17 hikes up price for iconic spread
HAS Vegemite just hit peak wankiness?
Australia's favourite spread has just launched a new "premium" blend which is apparently "richer and sweeter" in flavour, but will cost you twice as much at the checkout.
The new spread - which comes in a 150g golden jar and has been dubbed the "Blend 17" - is part of a limited edition range with just 450k jars available.
The jar, which will retail for $6.99 compared to $3 for the original, has been created for the "Vegemite lovers who are looking for that extra intense and bold hit", according to a statement.
Made in Port Melbourne at the Vegemite factory, the spread has no difference to the original spread - but according to a spokesperson, the way the product has been blended is why the taste has changed.
The name of the new spread, Blend 17, originated in 1923 when Vegemite's inventor Cyril Callister came up with the spread, he tried and tested several different blends to find the perfect balance for Vegemite that Australians know and love.
"Blend 17 takes some of these earlier recipes to bring this richer, bolder taste and the naming is simply in recognition of the year we have been able to bring this to Australians," a release said.
Posting a short promotional clip to Facebook of the new spread, the video has attracted more that 3.8k comments from social media users.
"I need to buy this," one person said.
"Hope it doesn't taste like a salty version of nescafe," another added.
One person, who tried the new spread, said it wasn't worth the $7 price tag.
"Tried and much milder version. Smells the same but very bland taste," Nicole Goodchild wrote.
"Not worth the 7 bucks is charging! Will go back to regular vegemite."
Earlier this year, Vegemite returned back in to Australian ownership for $460 million, after dairy company Bega announced it would buy most of Mondelez International's Australia and New Zealand grocery and cheese business.
Bega said in January it will acquire Vegemite, ZoOSh mayonnaise and Bonox under the deal.
"The wonderful heritage and values that Vegemite represents and its importance to Australian culture makes its combination with Bega Cheese truly exciting," Bega executive chairman Barry Irvin said in a statement.
"In addition to Vegemite and the other brands being undeniably iconic, the people we are taking on are very impressive and will play an important role in growing the merged business."