Our mitey spread’s journey began in 1923. Since then, VEGEMITE has captured the hearts and tastebuds of Australia. VEGEMITE’s 100-year timeline features a collection of key moments over its history which have helped make VEGEMITE become a staple in pantries across the nation.
In February 1923, Fred Walker from the Fred Walker Company, hired a young chemist named Dr. Cyril P Callister to develop a remarkable new spread from brewer’s yeast.
In spring, the formulation was confirmed – its appealing taste, backed up by its credentials as being one of the world’s richest known sources of natural Vitamin B – marks the start of what will become one of Australia’s most loved products for generations to come.
Fred Walker ran a competition, inviting the Australian public to create a name for the new product. A prize of 50 pounds – a sizeable sum for that era – is placed into a prize pool for finalists. The winning entrant of the competition is lost in the mists of time except for one thing, the name that was selected: VEGEMITE
VEGEMITE was sold in a two ounce (57g) amber glass jar, capped with what was known as a Phoenix seal, to keep the contents fresh and described as ‘Pure Vegetable Extract’ – delicious on sandwiches and toast, and as improving the flavour of soups, stews and gravies.
Australia may be surprised to hear that initial sales of VEGEMITE were slow, as its flavour and nutritional qualities do not catch on with the Australian public.
The Fred Walker Company merges with J.L Kraft Inc. To become Kraft Walker Cheese Company Pty Ltd.
VEGEMITE is produced in a limited-edition branded porcelain jar, one that has since become a collector’s item.
As sales of VEGEMITE are sluggish, The Pure Vegetable Extract is renamed to ‘Parwill’ to emulate the success of the English spread, ‘Marmite’ that dominates the Australian market.
It is branded with the catchphrase, “If Ma-mite…then Pa-will.”
Parwill is only ever sold in Queensland and it fails to gain momentum. It would take Fred Walker a couple of years of perseverance and a change back to VEGEMITE for Australians to embrace the brand.
VEGEMITE sales receive a boost when redemption coupons are included in packs of cheddar cheese. Its reputation as a tasty, nutritious food starts to catch on Australia wide.
Fred Walker passes away, leaving the company to continue his tradition of innovation.
The Kraft Walker Company launches a promotion with substantial prizes – including imported Pontiac automobiles – asking people to create a limerick for the VEGEMITE brand. The hugely successful promotion sees a jump in VEGEMITE sales on a mass scale Australia wide.
The winning limerick, much like the naming competition of 1923, is not recorded, or has been lost in time.
VEGEMITE gains official product endorsement from the British Medical Association. This endorsement feat allows the VEGEMITE brand to be advertised in the British Medical Journal and sees medical professionals and baby care experts recommending VEGEMITE spread as a Vitamin B rich, nutritionally balanced food for their patients.
Kraft had to ration VEGEMITE on a per capita basis to the general Australian population during this time, in order to meet the demand.
World War II Armed Forces request VEGEMITE to meet the nutritional requirements of the Australian men and women at war. The military receives their supplies in 7 ounces (200g) as well as half an ounce (14g) individual ration pack.
‘Pure Yeast Extract’ is changed to ‘Concentrated Yeast Extract’ on the VEGEMITE label, at the request of the company’s production department, who feels it is a more precise description. This description remains unchanged and is still used on labels today.
The ‘Happy Little VEGEMITEs’ jingle is aired on radio and captures the essence of the time and promotes the idea of a healthy, ‘lucky country’ where living standards are rising rapidly.
Today, more Aussies can arguably sing the jingle more accurately than the National Anthem!
The ‘Happy Little VEGEMITEs’ jingle is turned into an advertisement for television, at the same time broadcasting of the Olympic Games begins in Melbourne.
The sixties saw rapid expansion of supermarkets throughout Australia with both Coles and Woolworths. VEGEMITE was a standard and popular line in all these stores from their inception.
The period between 1961 to 1964 delivers the most significant logo and label modifications to make the VEGEMITE spread jar look most like it does today – VEGEMITE’s previous owners, Kraft, replace the ‘K’ logo with the full word Kraft, surrounded by an elongated hexagon.
A new advertising campaign for radio and magazines launches, using the phrase, “Pass the VEGEMITE please, Mum.” It becomes a very popular turn of phrase.
In 1976, The “Pass the VEGEMITE please, Mum,” advertising campaign is reworked into a colour television commercial.
A colourised ‘Happy Little Vegemite’s’ commercial from the 1960s was aired with the tagline “still putting a rose in every cheek”: an accompanying wave of nostalgia ensured the advertisement continued in two different forms right through until 1991.
VEGEMITE uses three prominent Australians in their advertising campaign directed at teenagers and young adults – champion racing car driver Peter Brock, tennis legend Ken Rosewall and award winning actress Helen Morse.
To mark the exact place where VEGEMITE spread was invented 60 years earlier, a plaque is unveiled at Kerferd Road in Port Melbourne.
In April, a 115g jar of VEGEMITE makes supermarket history in Australia by becoming the first product to be electronically scanned at a checkout. It was scanned at Woolworths in Chullora, NSW and the price was 66 cents.
The product is still on display at the Woolworths head office in NSW.
VEGEMITE’s original black & white “Happy Little Vegemites” advertisement from the 1960s was reworked into a coloured TV commercial. It’s popularity saw it stay on screens until 1991.
Yellow, tamper-evident lids replace traditional metal lids, which ensures VEGEMITE reaches consumers in the same way it was prepared in the factory – the same lids we see today.
A VEGEMITE brand exhibition is staged at Sydney’s Powerhouse Museum, during the July school holidays. The exhibition features original jars and promotional material dating back to the birth of the VEGEMITE brand in 1922. Most jars collected from the early years of VEGEMITE came from the Australian public following a national search for historical VEGEMITE brand memorabilia.
Kraft Foods releases the VEGEMITE Cook Book to showcase all the ways that VEGEMITE is more than a spread. With early advertising declaring it was perfect for soups, stews and sauces, the cook book includes contemporary recipes that highlight VEGEMITEs versatility as a food product.
VEGEMITE is launched in a plastic tube, allowing Australians to take their VEGEMITE wherever they were headed
VEGEMITE is sold in a special collectible glass for a limited period, proving very popular with collectors of VEGEMITE brand memorabilia.
VEGEMITE celebrates its 80th birthday. As part of this, VEGEMITE launched the “Spread the Smile” campaign which saw adults going back to their childhood remembering how much they love their VEGEMITE.
The original Happy Little VEGEMITE kids from the iconic 1950s TV ad reunite for the first time after more than 30 years, after a national search located them.
VEGEMITE launches its biggest marketing campaign in a decade – How Do You Like Your Vegemite? AND, celebrates the manufacture of its One Billionth Jar. VEGEMITE’s one billionth jar was celebrated through a nationwide consumer promotion searching for a special jar through a winning promotional sticker hiding under the cap of one jar of VEGEMITE. This campaign gained unprecedented attention as fans around the country searched for the special Billionth Jar of VEGEMITE in the “Billionth Jar” promotion.
After more than 85 years in the Australian market, the first true new VEGEMITE product is announced – VEGEMITE CHEESYBITE in July of 2009.
VEGEMITE CHEESYBITE is launched in the same spirit as VEGEMITE back in the 1920’s, with a nationwide search for the perfect name.
Initially launched as “VEGEMITE NAME ME”, consumers were encouraged to enter a naming contest for the new product, made from a mixture of cream cheese and VEGEMITE.
At the AFL Grand Final in September, the new name had been chosen and was announced as “iSnack2.0”. However, the feedback from consumers was that this name didn’t properly reflect the brand, so the competition was reopened asking consumers to vote on one of 8 names to be the new name.
VEGEMITE’s long-time collaboration with Peter Alexander Sleepwear was first created in 2010 when the Pyjama King released an Australian inspired range, featuring the nation’s beloved VEGEMITE.
VEGEMITE teams up with Smiths to launch VEGEMITE flavoured chips.
VEGEMITE celebrates its 90th Birthday with a Facebook campaign to donate 90,000 jars to Foodbank.
VEGEMITE encourages all Aussies to enjoy their VEGEMITE in new and inspiring ways such as with fresh avocado or poached egg on sourdough toast.
In a fitting toast to VEGEMITE, Cook Street in Port Melbourne is renamed to ‘VEGEMITE Way’, with the home of VEGEMITE becoming ‘1 VEGEMITE Way’.
VEGEMITE released limited-edition “green and gold” VEGEMITE labelled jars to support the Australian Olympic team in Rio.
VEGEMITE is proudly returned to Australian ownership for the first time in over 90 years after being bought by Bega Cheese Limited. To celebrate, VEGEMITE partnered with Four’N Twenty® to release the Four’N Twenty Beef, Cheese & VEGEMITE pie.
VEGEMITE launches its “Start Happy with VEGEMITE” campaign – to remind Australians that VEGEMITE provides a great start to the day. The campaign revealed the joy that can be derived from simple breakfast rituals before kickstarting the day.
VEGEMITE announces sponsorship of future world no.1 tennis player, Australia’s Ash Barty. Ash, a proud VEGEMITE fan, packs VEGEMITE with her when she’s travelling the globe to remind her of home.
VEGEMITE turns 95 years old, releasing a collection of limited-edition keepsake jars, designed by Aussie artists!
“Mighty” limited edition VEGEMITE jar by David Bromley.
“My Vegemite Family” limited edition VEGEMITE jar by Claudia Moodoonuthi
“Vegemite X: Rainbow Slider” limited edition VEGEMITE jar by Mitch Revs
Arnott’s shapes in VEGEMITE and Cheese launch – Arnott’s Shapes added a new flavour to their classic line up – as well as a new distinct Aussie shape. The Vegemite and Cheese Shapes are baked in the shape of the Australian continent.
Boost Juice creates a VEGEMITE smoothie as part of their Aussie Milk Bar range.
VEGEMITE launches its online E-commerce “Mitey Merch” store, to give fans more ways to spread their love for VEGEMITE.
VEGEMITE partnered with Australia Post and the Royal Australian Mint to launch The Great Aussie Coin Hunt which created an iconic reflection of Aussie life through an A-Z set of specially themed $1 coins. Featuring V for you guessed it, our iconic spread, VEGEMITE was proud to be part of Aussie nostalgia and pride through the collectable coins.
VEGEMITE releases a gluten-free variant after two years of research and development, using gluten free baker’s yeast in place of the brewer’s yeast that makes traditional VEGEMITE unsuitable for people with coeliac disease.
VEGEMITE celebrates its continued partnership with tennis champ, Ash Barty by releasing limited-edition ‘BARTYMITE’ jars. The jars featured Ash’s signature, adding an iconic feature to the collectible jars.
VEGEMITE announced the arrival of VEGEMITE Squeezy, an invention to officially end the cross-contamination of spreads and discovering butter and crumbs in the VEGEMITE jar. With the same great taste, VEGEMITE launched in a squeezable upside-down bottle as a new convenient format for all to enjoy.
VEGEMITE Squeezy succeeded the VEGEKNIFE, a novelty knife developed to stop cross contamination of butter in the VEGEMITE jar – like Squeezy! The dual ended knife featuring one end for butter and one end for VEGEMITE was seen by VEGEMITE lovers as a genius cutlery breakthrough. With just 200 VEGEKNIFE’s available via competition only, over 20,000 entrants tried to get their hands on the limited-edition tool.
VEGEMITE teams up with TRADIE for the first time, to release a range of VEGEMITE underwear, apparel and accessories.
VEGEMITE teams up with Skwosh to release VEGEMITE boardshorts, available on the Mitey Merch store.
The ‘Happy Little VEGEMITEs’ jingle that first graced Australian airwaves in 1954 returned in 2020, with VEGEMITE calling on Aussies to cover the iconic song. VEGEMITE joined forces with Aussie musos G Flip and Banoffee to inspire VEGEMITE lovers with their own renditions.
VEGEMITE teams up with their mates to give VEGEMITE fans plenty more ways to spread their love for VEGEMITE further than their morning toast!
VEGEMITE Pizza arrives with the brand joining forces with Domino’s to create a limited-edition cheesy VEGEMITE pizza
VEGEMITE partners with CASETiFY to release a tech accessory range.
VEGEMITE launches branded sneakers with Volley.
VEGEMITE teamed up with their mates at Thongs Australia to release 100% Aussie Made VEGEMITE thongs.
Caprice launches a VEGEMITE apparel range into Big W.
A momentous occasion for VEGEMITE – the “Bega” logo appears on the VEGEMITE jar for the first time – as VEGEMITE’s Cheesybite reveals a new name – VEGEMITE & Cheese.
VEGEMITE writes to Her Majesty, requesting a 100th birthday letter for its centenary in October 2023.
VEGEMITE collaborations grow from strength to strength as other brands recognise VEGEMITE’s versatility as a flavour and its iconic status:
VEGEMITE and Green’s release VEGEMITE Brownie & Cheese scrolls baking kit
Uncle Toby’s launches Le Snak with Cheesy VEGEMITE
Coles launch the VEGEMITE Hot Roast Chicken.
VEGEMITE and SPC Beans launch VEGEMITE flavoured beans
VEGEMITE released a cookbook with Penguin Random House Australia.
Calbee launched VEGEMITE flavoured Harvest Pea Snaps
VEGEMITE teams up with Arnott’s Tim Tam for an April Fool’s stunt in which 5 lucky people could win a real pack of Tim Tam x Vegemite!
The Royal Australian Mint released a coloured $1 VEGEMITE coin to commemorate its 100 years.
VEGEMITE announced one of its largest campaigns in recent times – a national public casting call, inviting Happy Little VEGEMITEs aged between 6 and 12 to star in the remake of its iconic Happy Little VEGEMITE ad. VEGEMITE received over 10,000 entries from Happy Little VEGEMITE’s all over the nation! VEGEMITE later revealed its “Happy Little Remake”, with Trish Cavanagh reprising her role from the original ad.
VEGEMITE unveiled its 100th birthday jar and squeezy designs. With three to collect, the range featured labels inspired by VEGEMITE jars from its 100-year legacy.
During its 100th birthday year, VEGEMITE continues to leverage its versatile flavour and iconic status to create new food combinations and products that extend beyond food!
VEGEMITE joins forces with McCains to create cheesy VEGEMITE pizzas and pizza pockets. This collaboration comes at the very start of VEGEMITE’s centenary, with the products being promoted as the perfect after school snack.
VEGEMITE teams up with Green’s again to release MITEY VEGEMITE choc chunk brownies.
VEGEMITE partners with Winning Moves to release a range of VEGEMITE board games, including VEGEMITE Monopoly!
Remake of our iconic Happy Little VEGEMITE ad featuring Trish Cavanagh who was just seven years old when she marched on top of the VEGEMITE jar in the original 1950s ad.
VEGEMITE partnered with The Royal Australian Mint to release three coin designs featuring VEGEMITE, exclusive to Woolworths.
The KRAFT Logo is a registered trademark of Kraft Foods and its affiliates, which are not associated or affiliated with Bega and do not endorse or sponsor VEGEMITE.
TIM TAM and SHAPES are trademarks of Arnott’s Biscuits Limited and are either used with permission or under license.
