Vegemite
An iconic Australian yeast-extract spread with a strong savoury, salty and umami flavour.
Last updated October 14, 2026
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Overview
Vegemite is an Australian food brand best known for a thick, dark-brown spread made primarily from leftover brewers' yeast extract, salt, and vegetable and spice extracts. Its intense savoury flavour means that it is normally eaten sparingly, most commonly on buttered toast, bread, crumpets and crackers. It is also used as a cooking ingredient in pastries, soups, sauces, casseroles and savoury snacks. The product is associated with umami and malt-like notes, and its nutritional identity has historically centred on its B-vitamin content. The product originated in Melbourne after the First World War, when interruptions to imported Marmite supplies encouraged Australian food manufacturer Fred Walker & Co. to develop a domestic yeast spread. Walker commissioned chemist and food technologist Cyril P. Callister to find a use for brewers' yeast that was otherwise being discarded. Callister developed a concentrated extract using yeast obtained from Carlton & United Breweries and combined it with salt and vegetable-derived flavourings. The name Vegemite was selected through a company naming competition and registered as an Australian trademark in 1919, although the precise individual who coined the name is not established. Vegemite first reached stores on 25 October 1923. Early sales were weak, partly because the product competed with the established Marmite brand. From 1928 to 1935, the company temporarily marketed it as Parwill, using the slogan "Marmite but Parwill," but the renamed product did not gain sufficient traction and the Vegemite name was restored. A major commercial breakthrough followed when the brand was promoted alongside Kraft processed cheese products. After Fred Walker's death in 1935, ownership and manufacturing moved through Kraft-related corporate structures. A two-year promotional programme offered Vegemite free with qualifying cheese purchases, followed by competitions that used prizes such as Pontiac cars. The British Medical Association endorsed the spread as a source of B vitamins in 1939, strengthening its health-oriented positioning. During the Second World War, Vegemite was included in Australian military rations and was subject to civilian rationing. By the late 1940s it was reported to be present in the large majority of Australian households. Its cultural status was later reinforced by the "Happy Little Vegemites" advertising campaign, first broadcast on radio in 1954 and adapted for television in 1956. The campaign presented children singing about eating Vegemite at breakfast, lunch and tea, turning the brand's advertising music and imagery into durable elements of Australian popular culture. The brand has passed through several multinational ownership structures. It was associated with Kraft after the absorption of the Fred Walker business and later became part of Kraft Foods. When Kraft Foods split its global businesses, the relevant grocery assets moved to Mondelez International. In January 2017, Bega Cheese acquired Vegemite and other Australian and New Zealand grocery and cheese assets from Mondelez in a transaction reported at approximately US$460 million. The acquisition returned the brand to Australian ownership and made Vegemite a central symbol of Bega Group's Australian consumer-food portfolio. Vegemite continues to be manufactured in Australia, including at the Port Melbourne facility, and remains primarily an Australian mass-market staple rather than a luxury food. The brand has extended into reduced-salt, cheese-blended, child-oriented and limited-edition products, while also appearing as a flavour in co-branded foods such as crisps, biscuits, meat pies and chocolate. Its core identity, however, remains the original dark yeast spread and the cultural ritual of applying a small amount to buttered toast. Vegemite is commonly described as vegan, kosher and halal, although certification and formulation details have varied by period and product. It is not a separately listed company; th…
History
Vegemite emerged from the Australian food industry's effort to replace imported Marmite after supplies from Britain were disrupted during and after the First World War. In 1919, Fred Walker & Co. asked food technologist Cyril P. Callister to develop a spread from brewers' yeast residue, which was otherwise being discarded. Callister used an autolysis process to break down yeast cells, concentrated the resulting extract, and blended it with salt and vegetable flavourings, including celery and onion extracts. The result was a dark, sticky paste with a pronounced salty, bitter, malty and savoury character. The name Vegemite was chosen through a competition organised by the company and registered as an Australian trademark in 1919. The spread entered retail stores on 25 October 1923. Initial sales were disappointing, and competition with Marmite remained difficult. From 1928 to 1935 the product was renamed Parwill and marketed with the punning slogan "Marmite but Parwill." The experiment failed to establish a stronger market position, so the original Vegemite name returned. Walker had formed Kraft Walker Cheese Co. as a joint venture with J. L. Kraft & Bros. in 1925. After the failure of the Parwill name, the company used the established Kraft cheese business to promote Vegemite. The brand was distributed as a promotional inclusion with cheese products and supported by competitions offering valuable prizes. Following Fred Walker's death in 1935, the Fred Walker Company was absorbed into Kraft Walker Cheese Co. and the Vegemite business entered Kraft's corporate system. The British Medical Association's 1939 endorsement of Vegemite as a rich source of B vitamins strengthened its nutritional credentials. Vegemite's use expanded during the Second World War. It was included in Australian Army rations and rationed among civilians, while advertising presented it as a useful and health-supporting food. By the late 1940s, the spread had achieved extraordinary household penetration in Australia. Its advertising history became particularly influential in the 1950s, when J. Walter Thompson developed the "Happy Little Vegemites" campaign. The song first appeared on radio in 1954 and moved to television in 1956. Its depiction of children eating Vegemite at different meals helped turn the brand into a shorthand for Australian childhood and domestic life. The campaign continued in various forms until the late 1960s, and an updated version of the original commercial was periodically broadcast from 1991 to 2010. The product line and manufacturing footprint evolved over subsequent decades. In April 1984, a 115-gram Vegemite jar became the first product electronically scanned through an Australian supermarket checkout, an event often cited in the history of Australian retail technology. Production continued in Australia, while a New Zealand manufacturing operation ran for more than five decades before ending in 2006. The billionth jar was produced in October 2008. Kraft introduced several extensions. Vegemite Singles combined Vegemite with processed cheese in the 1990s but was later withdrawn. In 2009, a cream-cheese blend was launched under the unsuccessful name iSnack 2.0. Public ridicule caused the name to be abandoned almost immediately; a subsequent consumer vote produced the name Vegemite Cheesybite. Under Bega ownership, this product is generally known as Vegemite & Cheese. A child-oriented product, My First Vegemite, was introduced in 2011 with a milder taste, lower sodium and added nutrients, but was discontinued in 2012 because of weak sales. A reduced-salt version was introduced in 2014, and a premium limited-edition Vegemite Blend 17 was released in 2017. Ownership changed from Kraft to Mondelez International following Kraft's corporate restructuring. In January 2017, Bega Cheese purchased Vegemite and associated grocery assets from Mondelez, returning the brand to Australian ownership. Bega continues to manufacture and market Vegemite as one of its best-known consumer brands. The product remains culturally important in Australia while being sold internationally through export and specialty-grocery channels. Its core recipe and consumption ritual have remained comparatively stable: a small amount spread over buttered bread or toast, with optional additions such as cheese, avocado, tomato or lettuce. The brand has also attracted recurring regulatory and cultural attention. Claims that Vegemite was banned in the United States were rejected by American authorities, while Danish restrictions on vitamin-fortified foods generated reports that were later clarified as licensing and regulatory issues rather than a product-specific prohibition. Vegemite has been subject to kosher supervision in different periods, received halal certification in 2010, and obtained formal vegan certification in 2019. Nutritionally, it supplies several B vitamins but contains significant sodium in its standard form and contains gluten because its yeast source is associated with brewing.
- 2019
Vegan certification is obtained
[1]Vegemite receives certification through the Vegan Australia Certified programme.
- 2017
Bega Cheese acquires Vegemite
[1]Bega Cheese acquires the brand from Mondelez International as part of a broader Australian and New Zealand grocery transaction.
- 2017
Vegemite Blend 17 is released
[1]A premium limited-edition variety offering a stronger flavour is launched.
- 2014
Reduced-salt Vegemite launches
[1]A reduced-salt formulation with additional B6 and B12 fortification enters the market.
- 2012
My First Vegemite is discontinued
[1]The child-oriented product is withdrawn because of poor sales.
- 2011
My First Vegemite launches
[1]A milder, lower-sodium version for young children is introduced.
- 2009
Vegemite Cheesybite naming controversy
[1]The cream-cheese variant briefly carries the name iSnack 2.0 before consumer backlash leads to a new naming vote and the Vegemite Cheesybite name.
- 2008
Billionth jar is produced
[1]The billionth jar of Vegemite is produced in October.
- 2006
New Zealand production ends
[1]Manufacturing in New Zealand ends after more than 50 years of local production.
- 1984
First electronically scanned Australian checkout product
[1]A 115-gram Vegemite jar becomes the first product electronically scanned at an Australian retail checkout.
Products and positioning
An iconic, affordable Australian household staple positioned around national identity, distinctive savoury taste, everyday versatility and B-vitamin nutrition. The brand combines mass-market accessibility with strong cultural and nostalgic value.
Yeast-extract spread · 1923
Original Vegemite
The core Vegemite product is a thick, dark-brown yeast-extract spread with a concentrated salty, bitter, malty and umami flavour. It is typically applied in a thin layer over buttered toast, bread, crumpets or crackers. The spread is also used as a savoury cooking ingredient and is known for providing thiamine, riboflavin, niacin and folate.
Reduced-sodium spread · 2014
Reduced-Salt Vegemite
Introduced to address demand for a lower-sodium alternative, this formulation reduces sodium by about one quarter compared with standard Vegemite. It is additionally fortified with vitamins B6 and B12 and retains the brand's basic yeast-extract character.
Cheese-blended spread · 2009
Vegemite & Cheese
This product combines Vegemite with a cream-cheese-style component to create a milder and more easily spreadable alternative to the original. It was launched in 2009 under the name iSnack 2.0, renamed Vegemite Cheesybite after a public naming backlash, and later marketed under the Vegemite & Cheese name.
Children's spread · 2011
My First Vegemite
A milder formulation designed for children over one year of age, with lower sodium and added iron and B vitamins. The product was developed as a gentler introduction to the brand but was discontinued after weak sales.
Premium limited-edition spread · 2017
Vegemite Blend 17
A limited-edition premium variety promoted as having a richer and bolder flavour than standard Vegemite. Its positioning and price were intended to create a more indulgent or collectible extension of the core brand.
Processed cheese product · 1990
Vegemite Singles
A 1990s product extension that combined Vegemite flavour with Kraft Singles processed cheese. It was designed to reproduce the popular combination of Vegemite and cheese in a single packaged product, but was later removed from the market.
Controversies
Marketing campaigns
- 2009Name the new Vegemite
Australia
Kraft invited consumers to name a new Vegemite and cream-cheese product. The initial iSnack 2.0 choice was heavily mocked, prompting a second public naming process.
Outcome. The product was renamed Vegemite Cheesybite and later became Vegemite & Cheese.
- 2007Happy Little Vegemites 50th-anniversary reunion
Australia
Kraft sought the eight original child performers from the television commercial and reunited them for media appearances and anniversary advertising.
Outcome. The campaign generated extensive national publicity and won the Arts, Entertainment & Media Campaign of the Year at the Asia Pacific PR Awards.
- 1991Restored classic commercial
Australia
A remastered and partly colourised version of the original black-and-white Happy Little Vegemites commercial was reintroduced and broadcast periodically for many years.
Outcome. The campaign extended the life of the historic advertisement across multiple generations.
- 1954Happy Little Vegemites
Australia
J. Walter Thompson created a musical campaign portraying cheerful children eating Vegemite at breakfast, lunch and tea. It began on radio in 1954 and moved to television in 1956.
Outcome. The campaign became a defining piece of Australian advertising and embedded Vegemite in national childhood culture.
- 1935Kraft cheese cross-promotion
Australia
Vegemite was distributed free with qualifying Kraft Walker cheese purchases through coupons. Follow-up competitions offering prizes, including Pontiac cars, used Kraft's established cheese business to build trial and household penetration for the spread.
Outcome. The promotion helped establish Vegemite as a mass-market Australian household product.
Brand decisions
2017
Sale to Bega CheeseM&ABackground
Vegemite was part of Mondelez International's Australian and New Zealand grocery and cheese portfolio.
Action taken
Bega Cheese acquired Vegemite and related assets in a broader transaction reported at approximately US$460 million.
Aftermath
Vegemite returned to Australian ownership and became a signature brand within Bega Group.
Reported transaction value. Approximately US$460 million (2017 acquisition)
2014
Reduced-salt formulationProduct launchBackground
Consumer and public-health interest in reducing sodium created an opportunity for a reformulated version.
Action taken
The company introduced a version with approximately 25 percent less sodium and added vitamins B6 and B12.
Aftermath
The reduced-salt product expanded the range while preserving the original product as the flagship offering.
2011
Launch of My First VegemiteProduct launchBackground
The company sought to attract parents looking for milder, lower-sodium and more nutrient-fortified foods for young children.
Action taken
Kraft introduced a milder child-oriented formulation with reduced sodium and added iron and B vitamins.
Aftermath
The line was discontinued in 2012 because sales were insufficient.
2009
Launch of the cream-cheese Vegemite variantProduct launchBackground
Kraft sought to extend Vegemite through the popular Australian combination of yeast spread and cheese.
Action taken
A cream-cheese blend was launched under the name iSnack 2.0, followed by a consumer naming vote after the initial name was rejected.
Aftermath
The product was renamed Vegemite Cheesybite and later marketed as Vegemite & Cheese.
1928
Temporary Parwill rebrandStrategyBackground
Vegemite faced strong competition from Marmite and had not achieved satisfactory sales.
Action taken
The company renamed the product Parwill and used the slogan "Marmite but Parwill."
Aftermath
The experiment failed to improve the brand's position, and the original Vegemite name was restored in 1935.
Recent events
- 2019
Vegemite brand receives vegan certification[1]
Other
Vegemite received certification through the Vegan Australia Certified programme after years of being described by its makers as suitable for vegans.
- 2017
Vegemite brand returns to Australian ownership through Bega acquisition[1]
M&A
Bega Cheese acquired Vegemite and related Australian and New Zealand grocery assets from Mondelez International, restoring Australian ownership of the iconic brand.
- 2014
Vegemite introduces a reduced-salt formulation[1]
Product launch · Product generation
A reduced-salt version was introduced with sodium reduced by approximately 25 percent compared with the standard formulation and with additional vitamin B6 and B12 fortification.
- 2011
Danish sales reports prompt clarification about fortified-food rules[1]
Regulation
Reports that Vegemite and Marmite had been banned in Denmark led to public concern. Danish authorities clarified that the products had not been specifically banned, but companies had not obtained the licences required under rules governing vitamin-fortified foods.
- 2009
The iSnack 2.0 naming launch is withdrawn after public backlash[1]
Product launch · Campaign
Kraft launched a cream-cheese blend under the name iSnack 2.0. Strong public criticism led the company to abandon the name within days and conduct a new naming process, resulting in Vegemite Cheesybite.
- 2007
Vegemite marks the 50th anniversary of the Happy Little Vegemites advertisement[1]
Campaign
Kraft searched for the children who appeared in the original advertising campaign and reunited them for anniversary publicity and a new campaign linking the historic advertisement with later generations.
- 2006
Reports of a United States Vegemite ban are rejected[1]
Regulation
Media reports claimed that the United States had prohibited Vegemite because of its folate content. The US Food and Drug Administration and Customs and Border Protection indicated that there was no such import ban or targeting policy.
Sources4 sources
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