Australia's most iconic spread has unveiled a new product aimed at younger tastebuds and hesitant first-timers, but Sunrise viewers have made it clear they're not convinced.
Bega Group has launched Vegemite Kids, a milder version of the classic spread featuring half the salt, a smoother texture, a lighter colour, and added vitamins B6 and B12. The product is designed for children, fussy adults, and even tourists who find the original Vegemite a little too intense.
Strong Reactions from Sunrise Viewers
The introduction of a gentler Vegemite has sparked a fierce reaction from Sunrise viewers, who flooded the program's text line with their verdicts.
Viewer Fiona wrote: “How are we supposed to raise resilient kids if they're raised on weak Vegemite?” She suggested parents should simply use less of the original spread and add more butter.
Matt was even more blunt: “Leave Vegemite alone. Go hard or go home.”
Yvonne agreed, declaring it would be “un-Australian to change it”. “Harden up, I say,” she added.
Barney summed up his position in a single sentence: “If it ain't broke, don't fix it.”
Sunrise Hosts Divided
The Sunrise hosts were equally divided. Edwina Bartholomew branded the move “outrageous” and “un-Australian”, while Nat Barr was more open to the idea, arguing a milder version could help introduce Vegemite to children and overseas visitors.
Bega Group confirmed that the traditional Vegemite range will remain unchanged, alongside existing lower-salt, gluten-free and squeezy options. Vegemite Kids launches in supermarkets across Australia today.
