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Concept
Vegemite
Summary
Vegemite (ˈvɛdʒimaɪt ) is a thick, dark brown Australian food spread made from leftover brewers' yeast extract with various vegetable and spice additives. It was developed by Cyril Callister in Melbourne, Victoria, in 1922.
A spread for sandwiches, toast, crumpets and cracker biscuits as well as a filling for pastries, Vegemite is similar to British Marmite, New Zealand Marmite, Australian Promite, MightyMite, AussieMite, OzEmite, German Vitam-R, and Swiss Cenovis.
Vegemite has a strong flavour. It is salty, slightly bitter, malty, and has an umami flavour similar to beef bouillon (because it is rich in glutamates). It is low FODMAP, vegan, kosher, and halal. It is known for being high in B vitamins.
The Vegemite brand returned to Australian ownership in 2017 when Bega Cheese purchased it alongside other assets from Mondelez International (formerly Kraft Foods Inc.).
In 1919, following the disruption of British Marmite imports after World War I, the Australian company Fred Walker & Co. gave Cyril Callister the task of developing a spread from the used yeast being dumped by breweries. Callister had been hired by the chairman Fred Walker.
Callister used autolysis to break down the yeast cells from waste obtained from the Carlton & United brewery. Concentrating the clear liquid extract and blending with salt, celery and onion extracts formed a sticky black paste.
Following a competition to name the new spread, "Vegemite" was selected by Fred Walker's daughter Sheilah, and registered as a trademark in Australia in 1919.
Vegemite first appeared on the market in 1923 with advertising emphasising the value of Vegemite to children's health, but failed to sell well. Faced with growing competition from Marmite, from 1928 to 1935 the product was renamed as "Parwill" to make use of the advertising slogan "Marmite but Parwill", a convoluted pun on the new name and that of its competitor; "If Ma [mother] might... then Pa [father] will." This attempt to expand market share was unsuccessful and the name reverted to Vegemite, but it did not recover its lost market share.
Official source
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