A healthy competition seems to be brewing up between two savoury spreads with Aussiemite’s new and improved recipe, along with the launch of Vegemite Kids.
Aussiemite debuted a refreshed branding and recipe focused on simpler ingredients, which it says took two years to refine.
The brand’s ‘improved’ yeast spread is gluten-free, contains less salt, and has no artificial flavours or colours. It has also removed added vitamin B6 and caramel colour (150C), following customer feedback.
Founder Elise Roche cheekily insinuated that the timing of their launch coincided with rival Bega’s Vegemite Kids, both having a similar ingredient profile.
“As far as challenger brands go, it’s the highest compliment available,” she remarked.
La Roche said that the market shift toward exact product attributes is not frustrating, but a “massive win” for consumers.
“If the category leader starts heading in the same direction as a small independent Australian business, you know you’re doing something right,” she added.
“Our mission is built around empowering people to reclaim their voice, independence, and toast.”
