Vegemite is just about as iconically Aussie as you can get. We’ll never forget the moment we discovered the delightful combination of Vegemite and cheese (arguably Australia’s answer to peanut butter and jelly), and without much effort we can get the “Happy Little Vegemites" jingle stuck in your head all day.
But as rock solid as Vegemite seems, it hasn’t been immune to attempts at innovation starting with the questionable iSnack 2.0 (later rebranded Vegemite Cheesybite), to now an apparent attempt to crack the gourmet market.
On sale now for a limited time, 450,000 golden jars of ‘premium’ Vegemite are on supermarket shelves. Labelled Blend 17, the new mix promises to be “a richer VEGEMITE experience with a bolder finish.”
Oh yeah, and it costs twice as much as regular Vegemite, retailing at $6.99.
According to the official website, the new blend pays homage to the creation of the spread in Port Melbourne, 1923, and the many blends creator Cyril Callister experimented with.
“Blend 17 takes some of these earlier recipes to bring this richer, bolder taste and the naming is simply in recognition of the year we have been able to bring this to Australians,” the media were told in a release.
So far it sounds like most of their sales of the ritzy spread are inspired by curious fans of the original, with eager testers sharing their opinions on Reddit.
‘I’ve had it, it’s good and get it to try it but it’s $7 for 150g and not necessarily better than the original,’ wrote one commenter.
Another made a pretty good point:
‘If I want a richer experience with a bolder finish I'll just put more Vegemite on.’
As usual, the Twittersphere had its own hilarious take on the news:
#vegemite The Blend 17 difference? Subtle overtones of yeast, blackberries and hubris.— Tony Thomas (@TonyThomasSY) October 11, 2017
But that hasn't stopped Aussies excitedly snapping it up to give it a whirl.
Have you tried Vegemite Blend 17? Let us know your thoughts in the comments.
Recovering caffeine-addict and serial bruncher Eliza Murray feels most at home typing away in a cozy cafe with her re-mortgaged avocado toast nearby. When she isn't reporting on the latest Instagram-shattering glittery food trends, she can be found experimenting with new gin garnishes (hello strawberries!) or biting into an entire wheel of brie (no shame). She tweets @theothereliza