The new product, called Vegemite Blend 17, will set customers back more than twice the amount of a normal 150g jar of Vegemite, costing $6.99 compared to $3 dollars for the normal version.
It’s a limited time test for new-owner Bega, who bought Vegemite from Mondelez International earlier this year, with only 450,000 jars manufactured.
The Blend 17 product boasts a gold and black colour scheme, contrary to the red and yellow scheme of normal Vegemite, and is now available at major supermarkets. Curiously, Vegemite has said there’s no difference to the original spread in terms of ingredients, but that the blending process has been changed back to one of the original recipes from the 1920s.
While many customers have expressed excitement about trying the new premium offer, others have snubbed the increased cost and premium labelling in a classic case of Australian tall poppy syndrome.
“I’m going to eat this on organic ancient sourdough after I have a craft beer in my skinny jeans while having my beard trimmed by the queens artistic landscaper,” one user commented.
“Wish other companies left vegemite as it is,” another said.
“This is advanced Vegemite, for serious Vegemite eaters. I tried it, I liked it,” one fan responded.
— Vegemite (@Vegemite) 10 October 2017