Vegemite ( VEJ -i-myte ) is a thick Australian food and black spread made from yeast extract of leftover brewer yeast with various vegetable additives and spices. It was developed by Cyril Percy Callister in Melbourne, Victoria in 1922. The Vegemite brand was owned by Mondelez International (formerly Kraft Foods Inc.) until January 2017, when it was acquired by Australia's Bega Cheese group in a $ 460 million deal for the full price. Australian ownership after Bega will buy most of Australia's and New Zealand's grain and cheese business at Mondelez International.
Spreads for sandwiches, toast, crumpets and cracker biscuits as well as stuffing for pastries, Vegemite is similar to British Marmite, New Zealand Marmite, Promite Australia, MightyMite, AussieMite, OzEmite, German Vitam-R, and Swiss Cenovis.
Vegemite is salty, slightly bitter, malt, and rich in glutamate - giving it an umami taste similar to beef broth.
Video Vegemite
History
In 1919, after the disruption of British Marmite imports after World War I and before the introduction of Vegemite, Callister's employer, the Australian company Fred Walker & Co., gave him the task of developing the spread of yeast used by the factory. Callister has been hired by chairman Fred Walker. Vegemite is registered as a trademark in Australia in the same year. Callister uses autolysis to break down yeast cells from waste obtained from Carlton & amp; United brewery. Concentrates clear liquid extract and mixing with salt, celery and onion extracts to form a sticky black paste.
Following the national competition with a prize of £ 50 (2010: $ 3,527) to find a name for a new deployment, the name "Vegemite" was chosen from the hat by Fred Walker's daughter, Sheilah. The winners, local sisters Hilda and Laurel Armstrong (ages 18 and 20 at the time) from Albert Park, Victoria entered the name of the winner and became known as "The Vegemite Girls" for the rest of their long lives. Vegemite first appeared on the market in 1923 with an ad emphasizing the value of Vegemite for the health of children but failed to sell very well. Faced with increasing competition from Marmite, from 1928 to 1935 the product was renamed "Parwill" to use the advertising slogan "Marmite but Parwill", a convoluted word about the new name and the name of its competitors; "If Ma [mother] might... then Pa [father] will." Efforts to expand this market share were unsuccessful and the name was changed back to Vegemite, but did not recover lost market share.
In 1925, Walker had founded Kraft Walker Cheese Co. as a joint venture with J.L. Kraft & amp; Brooch to market processed cheese and, after Parwill's failure, in 1935 he used the success of Kraft Walker Cheese to promote Vegemite. In a two-year campaign to promote sales, Vegemite is provided free of charge with Kraft Walker cheese products (with coupon deductions) and this is followed by a poetry competition with an imported American Pontiac car that is offered as a gift. Sales were addressed and in 1939 Vegemite was officially supported by the British Medical Association as a rich source of B vitamins. Complained in Australia during World War II, Vegemite was included in the Australian Army's allotment and by the late 1940s was used in nine out of ten Australian homes.
In April 1984, a 115-gram vegemite bottle became the first product in Australia to be scanned electronically at the checkout.
Vegemite is produced in Australia at Bega Cheese's Melbourne Harbor manufacturing facility (formerly Mondelez), which produces more than 22 million bottles per year. Almost unchanged from Callister's original recipe, Vegemite now far exceeds Marmite and other similar spreads in Australia. A billion Vegemite produced in October 2008.
Vegemite was also produced in New Zealand for more than 50 years, but from August 2006 New Zealand production stopped.
Maps Vegemite
Consumption
The common way to eat Vegemite is to bake bread with a layer of butter or margarine. Just a little Vegemite is needed because of its strong taste. The Vegemite sandwich can consist of two slices of butter, Vegemite and cheese bread, but other ingredients such as lettuce, avocado and tomato can be added as well.
Vegemite can be used as a stuffing for pastries, such as cheesymite rolls, or even can be used in more exotic dishes.
The official Vegemite website contains some recipes using Vegemite in foods such as pasta, burger, pizza, casserole, and ice cream.
Halal and halal certification
The limited number of halal Vegemite was first produced in the 1980s; the 2004 decision to stop certification was reversed after reaction from Jewish consumers. Around 2009, Kraft contracted with Kashrut Authority in New South Wales for their kashrut surveillance service, and by 2010, all common Vegemite jars and tubes were labeled with authority stamps. In 2010, Vegemite also received halal certification.
Nutritional information
Vegemite is one of the richest sources of vitamin B, especially thiamine, riboflavin, niacin and folate (B1, B2, B3 & B9, respectively). Unlike Marmite and some other yeast extracts, the basic version does not contain vitamin B12 although both B6 and vitamin B12 are added to a low-salt formulation.
Vegemite's main ingredient is yeast extract, which contains a high concentration of glutamic acid, a rich source of Vegemite umami taste. Vegemite contains no fat, added sugar or animal content. It contains gluten (a combination of storage proteins).
Vegemite contains 3.45% sodium, which is equivalent to a salt content of about 8.6%. Australia only defines low-salt food, but according to English standards Vegemite is classified as a high salt content food.
A low salt Vegemite version with a typical pale orange cap is introduced to the Australian domestic market in September 2014, offering a 25% reduction in sodium content. Low-salt versions are also fortified with vitamin B6 and vitamin B12.
Vegemite contains 2.3% potassium.
Ads and branding
Initially promoted as healthy food for children, during World War II advertising emphasized the value of the drug:
Vegemite Battle with the men in the north! If you are one of those who do not need Vegemite medicinally, then thousands of disabled people ask you to deny yourself for a while.
At the same time, "Sister MacDonald" insists that Vegemite is important for "baby's welfare" in magazines. Then the ads start promoting the importance of vitamin B complex to health.
Vegemite's growing popularity was aided by a marketing campaign written by J. Walter Thompson's ad that began in 1954, using a group of smiling and healthy children singing a memorable jingle titled "We are a happy little vegetarian".
- We love little Vegemites
- Be as bright as you can.
- We all enjoy our Vegemite
- For breakfast, lunch, and tea.
- Our mummies say we are getting stronger
- Every week,
- Because we love our Vegemite
- We all admire our Vegemite
- This puts roses on each cheek.
First aired on radio in 1954, the jingle was transferred to television in 1956. The advertising campaign continued until the late 1960s but, as it was targeted for children, it was stopped for ads promoting this product for all ages. In the late 1980s the original black and white television commercials were remastered, partially colored and reintroduced. This ad will be broadcasted periodically from 1991 to 2010. Two young twin girls who sing this ad jingle are known as "Vegemite Twins".
In March 2007, Kraft announced that it was trying to track eight original children from the campaign to celebrate the fiftieth anniversary of the ad and to take part in a new campaign. The 1956 ad will be remade with native children, now grown, to forge relationships between "new generation and old ads". The media took a search on behalf of Kraft with eight children identified in eight days and produced many TV shows and interviews in Australian national media. 50 year reunion campaign won Arts, Entertainment & amp; Media Campaign Award of the Year in Asia Pacific PR Awards 2007 November.
Variations
Variety Vegemite
During the 1990s, Kraft released a product in Australia known as Vegemite Singles. It combines two main Kraft, Kraft Singles and Vegemite products, into one, thus creating a Vegemite flavored cheese. The extension of this Vegemite product line is Kraft's attempt to capitalize on the huge popularity of Vegemite sandwiches and cheeses (made by placing a slice of cheese into a Vegemite sandwich). Vegemite singles are then taken from the market.
Vegemite Cheesybite
On June 13, 2009, Kraft released a new version of Vegemite. The formula combines Vegemite and Kraft cheese cream, spreads more easily and has a much saltier and lighter taste than the original. Coinciding with the launch of a new recipe, Kraft runs a competition to name the new flavors. The new name was announced during the AFL Grand Final 2009 broadcast as iSnack 2.0 . The name was chosen by a panel of marketing and communications experts to appeal to a younger market, exploiting the popularity of Apple's iPod and iPhone. The choice immediately attracted universal criticism and ridicule in Australia. Within days, opinion columns and social networking sites were flooded with ridicule and vitriol, and after just four days, Kraft released a plan to abandon the name iSnack , acknowledging that it might be a mistake. Two days later, Kraft opened a new poll on its website, and the final name was announced on October 7, 2009 as "Vegemite Cheesybite", with Kraft claiming that the name had received 36% of the 30,357 votes cast for the name option, or about 10,900 votes. It has been noted that popular advice "Cheesymite", which has long been associated with the popular Cheesymite rolls, has been given trademarks by other organizations.
My First Vegemite
In 2011, Kraft Foods Australia launched "My First Vegemite", a native Vegemite special formulation for children over one year old. According to Kraft, the new formula has a "milder taste" and "additional health benefits including iron, vitamin B6 and B12 and 50% less sodium", and is designed in response to consumer demand for foods with lower sugar and salt content. plus additional health benefits. Direct reaction and media reports on the new formula were mostly positive, but Kraft Foods Australia stopped my "My First Vegetables" product line in 2012 due to poor sales performance.
Chocolate and Vegemite
In April 2015, Cadbury announced that it will release the Vegemite-scented chocolate block on June 1st. The chocolate block is the updated Caramello Cadbury block by mixing vegemite with chocolate. Critics describe the taste is similar to salted caramel with a fun umami taste. Criticism varies from "likes" to tasting like "caramel and filling the excitement of Turkey with lots of salt" to "need more salt" with some mixers commenting that they thought the aftertaste was not fun.
Mix Vegemite 17
In 2017, various premiums, Vegemite Blend 17, were released for a limited time. It promises "richer richer flavors" but at double the price of standard products.
Other products
Other commercial products with Vegemite flavor include Smith's Crisps, In a Biskit, bagel chips, sausage and meat pie.
Banning and rumors about banning
In October 2006, an Australian news agency reported that Vegemite had been banned in the United States, and that the US Customs Service had gone so far as to find Australians entering the country for Vegemite as it naturally contained folate, a vitamin B approved as an additive in the United States only for some meals, including breakfast cereals. The story appears to have originated from anecdotes by a traveler who claimed to have been searched by US Customs and a Kraft spokesman made a misinformed comment to reporters. The US Food and Drug Administration later stated that there was no plan to make Vegemite a subject of import ban, or to withdraw it from supermarket shelves. The Customs and Border Protection of the United States tried to dispel the rumor, stating on its website that "there is no known restriction on Vegemite import" and "no official policy in CBP targeting Vegemite for interception". The story of "ban" then took the status of urban legend. Although Vegemite has never been popular in the US, it can still be bought in supermarkets that store imported food items.
Following a newspaper report in May 2011 that Vegemite and Marmite have been banned and removed from shelves in Denmark, angry fans set up some Facebook groups. In response, the Danish Ministry of Food, Agriculture and Fisheries stated that no spread was prohibited but the companies did not apply for permission to market their products in Denmark. In 2004 Denmark has passed a law prohibiting the sale of vitamin-fortified foods as a health hazard.
Vegemite was banned from Victoria's prison, with a ban taking effect from the 1990s, to prevent residents from brewing alcohol using high-yeast paste content, despite the fact that Vegemite contains no live yeast. A similar ban is proposed in 2015 for some dry communities in the Australian outback, but is not enforced.
In popular culture
The Australian rock band Men at Work refers to "vegemite sandwich" in the second stanza of their 1981 hit song "Down Under", from their debut album Business as Usual . Vegemite is mentioned in the original version of John Williamson's song "True Blue". He deleted the reference in a newer version of the song because Vegemite does not belong to Australia. According to Williamson's website, it was "sold recklessly ('like sponge cake') to the multi-national Kraft". Two titles from Amanda Palmer's 2011 album Amanda Palmer Goes Down Under refer to the product: "We are a Happy Little Vegetarian" and "Vegemite (The Black Death)". Australian rock band King Gizzard & amp; The Lizard Wizard has a song called "Vegemite" on their Oddments album.
Mem Fox in 1983 wrote the children's book Possum Magic. The story involves an invisible possum who needs to eat Australian food to be seen again. Among these foods are Vegemite sandwiches.
US President Barack Obama, responding to a question in March 2011 during a joint visit with Australian Prime Minister Julia Gillard to high school in Virginia, gave Vegemite an impression by saying "This is terrible". Following the description by Gillard, he said: "So it's like a quasi-vegetable side by-product that you dab on your toast for breakfast - sounds good, does not it?"
During a rain delay in 2012 Quicken Loans 400 at Michigan International Speedway, Australian racing driver and caretaker pole Marcos Ambrose gave a Vegemite sandwich to NASCAR on TNT's commentary team. After taking his first bite, Kyle Petty commented: "He's probably the fastest man on the racetrack, I'm probably the fastest person on TV going to the bathroom." Larry McReynolds followed him by saying, "My God, are you sure it can be eaten? Oh my God! I need Sani-Flush or something."
In the 2013 episode of his show, Steve Harvey was offered a bottle of Vegemite by an Australian audience. After tasting a bit, he stated: "Vegemite sounds like a pesticide, that's almost what it feels like."
Hugh Jackman demonstrated how to spread Vegemite correctly on the USM's Starring Jimmy Fallon show.
See also
- Guinness Yeast Extract
- Bonox, Bovril (beef extract)
- List of spreads
- Oxo (beef and yeast extract)
- Store stable food
Further reading
- Jamie Callister with Rod Howard (2011, 2012) The man who discovered Vegemite: The real story behind the Australian icon Millers Point, N.S.W.: Pier 9.ISBNÃ, 9781742668567
References
External links
- Official website
- Happy Little Vegemites at Australian Online Screen
- BBC News Articles: 'The slow spread of Vegemite'
- the official AussieMite website
Source of the article : Wikipedia
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