History of Vegemite in Timeline

Vegemite is a thick, dark brown food spread from Australia. It's made from leftover brewers' yeast extract, combined with vegetable and spice additives. Cyril Callister developed Vegemite in Melbourne, Victoria, in 1922. The product first hit store shelves on October 25, 1923.

1919: Vegemite Trademark Registered

Following a competition, "Vegemite", the name chosen by Fred Walker's daughter, was trademarked in 1919 in Australia.

1919: Cyril Callister Tasked with Developing Vegemite

In 1919, with Marmite imports disrupted after World War I, Fred Walker & Co. tasked Cyril Callister with creating a spread from leftover brewers' yeast.

1922: Vegemite Invented

Cyril Callister, working in Melbourne, Australia, successfully developed Vegemite in 1922.

October 1923: First Sale of Vegemite

In October 1923, Vegemite was first introduced to the market and became available for purchase in stores.

1923: Vegemite's Market Debut

Vegemite was launched in 1923, with marketing emphasizing its health benefits for children.

1925: Kraft Walker Cheese Co. Established

In 1925, Fred Walker partnered with J.L. Kraft & Bros to establish the Kraft Walker Cheese Co., a joint venture for marketing processed cheese.

1928: Vegemite Renamed "Parwill"

In 1928, facing competition from Marmite, Vegemite was renamed "Parwill" as part of a marketing strategy.

1935: Vegemite Reverts to Original Name

After the unsuccessful attempt to gain market share as "Parwill," the product's name was changed back to Vegemite in 1935.

1935: Vegemite Promotion with Kraft Walker Cheese

Following the "Parwill" failure, Fred Walker leveraged the success of Kraft Walker Cheese in 1935 to boost Vegemite sales through giveaways and promotions.

1939: British Medical Association Endorses Vegemite

Vegemite received a significant endorsement in 1939 from the British Medical Association, recognizing it as a rich source of B vitamins.

1954: Jingle Debut on Radio

The iconic "We're Happy Little Vegemites" jingle made its debut on Australian radio in 1954.

1954: "We're Happy Little Vegemites" Campaign Begins

Vegemite's popularity surged in 1954 thanks to a catchy jingle titled "We're Happy Little Vegemites," created by J. Walter Thompson advertising, featuring cheerful, healthy children.

1956: Jingle Transition to Television

Building on its radio success, the "We're Happy Little Vegemites" advertising campaign transitioned to television screens in 1956.

1956: Remake of the 1956 Commercial

To celebrate the 50th anniversary of the "We're Happy Little Vegemites" commercial, a remake featuring the original child actors, now adults, was created in 1956 to bridge generations.

1981: Vegemite in Popular Culture

The Australian rock band Men at Work released their hit song "Down Under" in 1981. The song, featured on their debut album "Business as Usual," mentions a "Vegemite sandwich" in its second verse.

April 1984: Vegemite Makes Electronic Scanning History

In April 1984, a jar of Vegemite achieved a technological milestone by becoming the first product in Australia to be electronically scanned at a checkout.

1991: Remastered Commercial Returns

The original black and white "We're Happy Little Vegemites" commercial was remastered and partially colorized, returning to television screens in 1991.

2004: Danish Legislation on Fortified Foods

In 2004, Denmark implemented legislation that prohibited the sale of food products with added vitamins, citing potential health risks.

2004: Kosher Vegemite Certification Controversy

In 2004, the decision to stop kosher certification for Vegemite was met with backlash from Jewish consumers, leading to its reversal.

August 2006: New Zealand Vegemite Production Ends

After over 50 years, the production of Vegemite in New Zealand was halted in August 2006.

October 2006: Vegemite "Ban" Rumor

In October 2006, an Australian news company falsely reported that Vegemite had been banned in the United States due to its folate content. The rumor was quickly dispelled by the U.S. Food and Drug Administration and U.S. Customs and Border Protection.

March 2007: Search for Original "Vegemite Kids"

In March 2007, Kraft launched a nationwide search to find the eight children who starred in the original "We're Happy Little Vegemites" commercial, aiming to reunite them for the ad's 50th anniversary.

November 2007: Reunion Campaign Wins Award

The campaign to reunite the original "Vegemite Kids" resonated with the Australian public and earned recognition by winning the Arts, Entertainment & Media Campaign of the Year award at the Asia Pacific PR Awards in November 2007.

October 2008: One Billion Jars of Vegemite

In October 2008, Vegemite celebrated a production milestone with the creation of its one billionth jar.

June 2009: Kraft Releases New Vegemite Flavor

June 2009 saw the launch of a new Vegemite product, a blend of Vegemite and Kraft cream cheese, designed for easier spreading and a milder, less salty flavor.

October 2009: "iSnack 2.0" Renamed "Vegemite Cheesybite"

After widespread criticism, Kraft finally settled on "Vegemite Cheesybite" as the new name for their Vegemite and cream cheese spread in October 2009, following a public poll.

2009: Kraft Contracts Kashrut Authority

Around 2009, Kraft partnered with the Kashrut Authority in New South Wales to supervise their kashrut practices for Vegemite.

2010: Halal and Kosher Certification for Vegemite

By 2010, all jars and tubes of regular Vegemite carried the Kashrut Authority's stamp. In a further development that year, Vegemite also gained halal certification.

2010: End of an Era for the Remastered Commercial

The periodic broadcasts of the remastered and partially colorized "We're Happy Little Vegemites" commercial, a fixture since 1991, came to an end in 2010.

May 2011: Danish Vegemite and Marmite Misinformation

Contrary to newspaper reports in May 2011, Vegemite and Marmite were not banned in Denmark. The Danish Ministry of Food, Agriculture and Fisheries clarified that the companies had not applied for necessary licenses to market their vitamin-fortified products, as per Danish legislation passed in 2004.

2011: My First Vegemite Launch

In 2011, Kraft Foods Australia launched "My First Vegemite," a specially formulated Vegemite with a milder taste for children over one year old. This version also boasted added iron, B6, B12 vitamins, and 50% less sodium than the original.

2012: "My First Vegemite" Discontinued

Despite an initially positive reception, "My First Vegemite" was discontinued in 2012 due to disappointing sales.

September 2014: Low-Salt Vegemite Introduced

Catering to health-conscious consumers, a low-salt version of Vegemite, with 25% less sodium, was launched in Australia in September 2014.

April 2015: Vegemite-Flavored Chocolate Launch

Cadbury announced the release of a Vegemite-flavored chocolate block in April 2015. The chocolate block was a Vegemite-infused version of their Caramello block, set to be released on June 1 of the same year.

2015: Proposed Vegemite Ban in Outback Communities

In 2015, several dry communities in outback Australia considered banning Vegemite due to concerns about its potential use in home-brewed alcohol. However, the bans were not implemented.

January 2017: Bega Group Acquires Vegemite

The Vegemite brand returned to Australian ownership in January 2017 when the Bega Group purchased it from Mondelez International.

2017: Vegemite Blend 17 Release

In 2017, a premium variety of Vegemite called "Vegemite Blend 17" was introduced for a limited time. While it promised a richer, bolder flavor profile, it was sold at double the price of the standard Vegemite.

2019: Vegemite Receives Vegan Certification

Despite long-standing claims of suitability for vegans, Vegemite officially received its vegan certification from the Vegan Australia Certified program on World Vegan Day 2019.