1
BRAND MANAGEMENT
VEGEMITE
SBR – 1
GROUP 5
1. Why did Kraft introduce the changes in the branding strategy of Vegemite?
Explain.
Vegemite is a food item you either love or detest. There doesn’t appear to be a center ground with this
dark-brown appetizing spread made in Australia in 1922. Most Aussies like it, making it the most popular
of Australian foods.
• Vegemite is guaranteed genuine.
• Vegemite isn’t gluten free.
• For a long time, the first formula for Vegemite has remained unaltered.
• Vegemite made itself accessible in plastic cylinders, like toothpaste tubes, making it less
demanding to transport.
• Vegemite presented a decreased salt form in later years
• Kraft Foods created 22 million containers of Vegemite at its Port Melbourne producing office.
Reasons Kraft introduced changes in the branding strategy of vegemite:
