iSnack Two Point – Oh dear…

The Kraft company has released a new Vegemite product made of cream cheese and Vegemite.

The product is a high-risk variation on the classic Vegemite recipe – a Vegemite you keep in the fridge. Apparently items kept in the fridge get used more than things in the cupboard, so this creamy new guy should improve sales!

To improve awareness, Kraft ran a competition to name the new product. And the result they chose from thousands of entries?

My lord.

Ignore that it’s not a snack in and of itself. Ignore the potential copyright suits; irrelevant references to electronic products; and how a) nerdy and b) out of date the term Web 2.0 is. Just consider the impact on this proud Australian song:

I said, ‘do you speak-a my language?’
She just smiled and gave me an iSnack 2.0 Sandwich…

I know what you’re thinking: Where has the magic gone?  Where has it gone to?

Although I was already unhappy, I wanted this to be a balanced review, so I went and purchased some iSnack 2.0. It was $2.99 for 145 grams at Woolworths.

I put it on toast. It felt very odd applying Vegemite without an intervening layer of yellow fat.

Bravely, I bit it. It tastes somewhat like Vegemite, but slightly sweet. Overall, not as disappointing as I had prepared myself for, but not worth eating.

Here’s what they should have called it:  I Can’t Believe It’s Not Better.