Cyril P. Callister, and it was Dr. Callister who invented the first Vegemite spread. In , a national competition and a prize of 50 pounds was offered to the winner or winners to name the new product. With its unusual and unique flavor, Vegemite was not an immediate success and sales were slow.
In Vegemite was renamed and registered as Parwill in an attempt to boost its sales and to attract customers of the rival spread Marmite an English yeast spread that dominated the Australian market since It was only sold as Parwill for a short time in Queensland.
The name was withdrawn in , and the original name was reinstated. Kraft to make processed cheese in Australia. A company called the Kraft Walker Cheese Co. In , Walker used the success of his processed cheese to launch a new campaign to revive Vegemite.
The company launched 2-year coupon redemption scheme whereby a jar of Vegemite was given away with every purchase of other products in the Fred Walker Cheese Company.
Australians tried the product and loved it. Vegemite was well and truly on the road to success. Two years later, the company held a poetry competition and once again brought this product into the national spotlight.
This time its success the prizes were imported American Pontiac cars. Entries flooded in and sales multiplied. In , the recipe and manufacturing methods was sold to Kraft Foods and has been wholly owned and made by American companies.
In , the product received endorsement from the British Medical Association which allowed doctors to recommend it as a Vitamin B-rich, nutritionally balanced food for patients. In World War II, soldiers, sailors, and the civilian population of Australia all had Vegemite included in their rations. This war-time demand meant that civilian were limited. Hence, advertisements were run to explain the situation:. Vegemite fights with the men up north!
Walter Thompson advertising in They used groups of smiling, attractive healthy children singing a catchy The Happy Little Vegemite Song see below. The song was first aired on radio in and then on television in This advertising campaign continued until the late s.
The Happy Little Vegemite Song. We are happy little Vegemites as bright as bright can be,. We all enjoy our Vegemite for breakfast, lunch and tea,. Cover very thinly with Vegemite for the optimum Vegemite sandwich you only need a dab. Dip your knife in the Vegemite, and scrape up just a bit it will mix right in with the butter and spread easily.
Some people like to "marble" the Vegemite into the butter. Your explanation is mostly fine, but some of us like a fair coating of the stuff, not just a scrape. But one of the most useful tips to give any cook, is how it can save an anemic gravy: When a gravy lacks colour or flavour, a quarter to a half teaspoon or so always saves the day.
Funny to think my family has used a product since it was invented. People were ringing radio stations calling for the government to stop the sale. I used to like thinly sliced raw cabbage, garlic and vegemite sandwiches. Sounds terrible, but very healthy and yummy. This combo is particularly yummy grilled as an open sandwich with Kraft sliced cheese the way it bubbles up and browns-off…yum! Now I keep an emergency jar hidden away for myself, just in case.
An extremely catchy radio jingle called "Happy Little Vegemites" furthermore cemented the product's position as Australia's national food by making sure that an entire generation of Australians would not be able to get the product or its advertising out of their heads, no matter how hard they tried.
According to a Washington Post article, a Google search on "Vegemite tastes like" would yield the following top three results: soy sauce, beer, and sadness. Sounds kind of like an average Saturday night for many of us. Soy sauce, umm, well, they've both got that umami thing going on.
And beer is another product made with brewer's yeast, so there could be similarities. Marmite was unobtainable and the Australian Army supplied Vegemite to its troops. In the s and 60s, despite acquisition by the American company Kraft, Vegemite became a distinctively 'Australian' food. It featured in songs, on souvenirs and other popular culture ephemera.
Vegemite returned to Australian ownership in when purchased by dairy company Bega. In the s, Vegemite spoke of Australian vitality and innocence. Today it provides a connection back to seemingly simpler times and is symbolic of the reverence for the ordinary in Australian culture.
Prime Minister Kevin Rudd tapped into this when he declared in the election campaign that he was a 'toast and Vegemite sort of guy'. And then there are those who just like to eat it by the spoonful directly from the jar.
Vegemite is an acquired taste and one that frankly defies description. If push comes to shove, it can best be described as having a salty taste with a subtle bitterness. The umami flavor may remind some of an intense soy sauce. The uninitiated should try it in small doses at first. Although Vegemite is a staple in Australia, it can be difficult to find in the U. Amazon carries multiple sizes of the salty spread, and World Market—both in stores and online—also sells Vegemite.
The spread may also be on the shelves of your local supermarket if it does a good job of stocking international foods. It is available in gram, gram, and gram jars, as well as gram tubes and packs of "Happy Little" portions 9. Vegemite should be stored in its original container in the pantry where it will last for at least one year. There is a "use by" date, but many Australians who have been enjoying the condiment for most of their lives say that they ignore it and continue to use the spread indefinitely.
As long as you are careful to avoid any cross-contamination—meaning not putting the knife with butter on it into the Vegemite jar—you should be able to use the product for a long time. Actively scan device characteristics for identification.
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