In a quest to encourage more Aussies to cook using the iconic spread, Vegemite has launched a limited edition range of Mitey Meals labels, featuring scannable QR codes with a recipe for each meal.
The label rotation consists of six meals: Bolognese, Nachos, Pizza, Stir Fry, Pho, and Barty Parmy, which the company says is a nod to some of the ways the spread has been most enjoyed.
Jess Hoare, marketing manager for Bega Foods, says Vegemite has long been used as a “secret” ingredient in Australian kitchens and the promotion is a great way to elevate recipes.
“The Mitey Meals labels reflect how Vegemite can add a uniquely Aussie taste to recipes,” said Hoare.
In 1959, the company launched a “Happy Little Vegemite” campaign that reached out to Australians to “put Vegemite next to the pepper and salt when you set the table”.
Mitey Meals labelled Vegemite jars are available in 150g, 380g and 560g jars, as well as the 200g and 350g Squeezy products at supermarkets and retailers nationwide.
