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Vegemite abandons iSnack2.0 name
WA News / Ken Maley Vegemite abandons iSnack2.0 name

Kraft has abandoned plans to name its new blend of Vegemite and cream cheese iSnack2.0 .

The company said today it would go back to the drawing board and let the Australian public decide what the product should be called.

WA web designer Dean Robbins, 27, briefly hit the spotlight this week when it was revealed his suggestion of iSnack2.0 would brand the new product.

However, after days of derision and vitriol which subsequently poured out on social networking sites, Kraft spokesman Simon Talbot said the company had "listened to Australia" and instead would go to an opinion poll.

"We've always developed the Vegemite brand by listening to consumers - a lot of our insights came from online and mainstream media … it was very passionate … yes, it was a very strong reaction to the new Vegemite," Mr Talbot said.

Mr Talbot said it had "definitely not" been a failed experiment.

"I can categorically say that we have about 500,000 jars of the newly labelled iSnack2.0 in the warehouse - they will go on the shelves for the next two months," he said

"Our plan all along has been to actually name it by the competition that Dean was involved in and to put that new product in the marketplace. People like the taste - there's never been any problem with the taste and it's been sold in large volumes - but people just don't get the name.

"We've listened to Australians - they don't like the new name. When the new name comes up - that is, the popular consensus one - we'll relabel."

More than 48,000 people had entered the competition to name the product. Mr Talbot said he had not spoken to Mr Robbins directly and was unsure whether he'd be disappointed after his brief stint in the spotlight.

Mr Robbins was unavailable for comment yesterday, as he was believed to have left for an overseas holiday.

To soften the blow, the graphic designer will be asked to contribute ideas to the redesign of the product.

"He's obviously employed by an organisation and we're not going to infringe that, but we'd like to certainly talk to him about doing a little bit of design work for us," Mr Talbot said.