Vegemite announces the arrival of Vegemite Kids – designed for the next generation of mitey kids.
For over 100 years, Vegemite has been part of the fabric of Australian life. The dark spread on golden toast. The pleasant smell that hits you the moment you walk into a kitchen. The rite of passage that turns a kid into a happy little Vegemite.
Today, that family gets a little bigger – introducing Vegemite Kids.
Vegemite Kids is the biggest innovation to launch since Vegemite Squeezy in 2020. Designed specifically for younger tastebuds, it is milder in flavour when tasted alongside Original Vegemite, with a smooth texture that is easy for children to spread. It is also crafted with 50% less salt compared to the much-loved Original Vegemite and contains no artificial colours.
Nutritionally, Vegemite Kids stands alongside the original. Vegemite Kids contains B Vitamins – including B1, B2, B3, B6, folate (B9) and B12 – building on the powerhouse nutrients that have fuelled kids through school days, sport and everything in between for generations.
“B Vitamins are essential for energy release, everyday vitality, healthy brain function and supporting immunity, all critical during childhood (and beyond!),” said Rachael Adams, Senior Nutritionist at Bega Group.
“Even a thin spread on toast delivers a significant portion of a child’s daily B-vitamin requirements. Vegemite Kids makes it easy for families to build the B-vitamins into the morning routine from the very beginning, in a format that little ones can enjoy.”
Vegemite Kids joins an already loved lineup that includes Vegemite, Vegemite Squeezy, Vegemite Less Salt and Vegemite Gluten Free, offering families more ways to enjoy Vegemite at different stages of life.
“Vegemite has always been a brand that is proud to grow up with families across the country,” said Tegan Froud, Senior Brand Manager at Bega Group.
“Vegemite Kids is how we make the next generation mitey. It’s also about meeting kids right at the start of that journey and giving them something that’s unmistakably Vegemite, just a little milder in flavour, comprising 50% less salt, no artificial colours and retaining a smooth texture, making it easy for children to spread.”
Importantly, it’s about offering more choice for families. Whether they prefer a milder tasting Vegemite, are trying Vegemite for the first time or simply looking for a lower-salt option for their little ones, Vegemite Kids is the perfect place to begin.
“Thanks to its milder taste it might even win over some international celebrities!” Froud added.
The result is a flavour with that signature umami character still firmly intact, just turned down ever so slightly for tastebuds that are still getting acquainted or prefer something milder.
As for how to eat it? On toast with your preferred lashing of butter. Thin or thick spread. Vegemite Kids also pairs well with crackers, cheese toasties, or Gout Gout’s way with avocado on toast. And if you’re looking for something new, try adding Vegemite to your next batch of spaghetti bolognese and thank us later.
That’s how you make ’em mitey.
Vegemite Kids 220g is available now at Coles and Woolworths nationwide, in the spreads aisle alongside the rest of the Vegemite range.
About Vegemite
For over a century, Vegemite has been a staple in Australian pantries, loved by young and old alike. Containing B vitamins, this iconic spread has long been a not-so-secret Aussie advantage – fuelling minds and bodies for generations.
Today, Vegemite continues this legacy by championing the next generation as they chase their passions – all part of what Makes ’em Mitey. Proudly Australian made and owned, Vegemite is more than a breakfast-table icon; it truly tastes like Australia.
