Krafts to let consumers name snack after complaints

Kraft Foods Inc. will allow consumers to choose the name of its new, milder version of Vegemite after a storm of complaints from Australian consumers led it to scrap plans to call the spread iSnack2.0.

After receiving 48,000 suggestions to its Web site, consumers can choose from Cheesybite, Creamymate, Smooth, Snackmate, Vegemate and Vegemild, Simon Talbot, Kraft's corporate affairs head for Australia and New Zealand, said in an e-mailed statement today. The winner will be revealed Oct. 7.

Since Kraft announced the iSnack2.0 name on Sept. 26, thousands have expressed disapproval on blogs, social networking sites and videos uploaded to YouTube. The new spread combines cream cheese with the original salty, pungent Vegemite that has been an Australian staple since 1923.

"We identified the top three most popular names that can be trademarked by Kraft Foods," Talbot said in the statement. "We have also included three others from the entries that are worthy of consideration based on consumer feedback."

Cheesymite, among other suggested names, can't be trademarked by Northfield-based Kraft because it's already being used by other companies.

Vegemite gained international recognition when it was referenced in Men At Work's hit song "Down Under" in the early 1980s.

Kraft said the iSnack2.0-labeled product will remain on grocery store shelves until the new name is chosen and the company can print new labels.