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Vegemite is a thick, dark brown Australian food spread made from yeast extract and various vegetable and spice additives. It is widely popular in Australia, with approximately 22 million jars sold every year, and 98% of those sales being in Australia. It is an ingredient in many Australian lunchboxes and is often eaten for breakfast and lunch. It is also considered a cultural symbol of Australia, with many Australians carrying it with them when they travel to reaffirm their connection to home.
| Characteristics | Values |
|---|---|
| Number of jars sold every year | 22 million |
| Percentage of sales in Australia | 98% |
| Percentage of Australian homes that have a jar of Vegemite | Over 90% |
| Year it was introduced | 1923 |
| Year it gained popularity | 1937 |
| Type of food | Thick, dark brown spread |
| Main ingredient | Brewer's yeast |
| Taste | Salty, slightly bitter, malty, umami |
| Nutritional value | High in B vitamins (thiamin B1, riboflavin B2, niacin B3 and folate) |
| Popularity outside Australia | Loathed by almost everyone else |
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What You'll Learn
Vegemite's history and advertising
Vegemite is a thick, dark brown Australian food spread made from leftover brewer's yeast extract with various vegetable and spice additives. It was developed by Cyril Callister in Melbourne, Victoria, for the Fred Walker Company in 1922 and was first sold in stores in 1923.
Vegemite was originally called "Pure Vegetable Extract", which was not a catchy or appetising name, so a public competition was held to rename it Parwill. However, it still didn't catch on, even though a similar spread called Marmite was very popular. In 1925, Walker established the Kraft Walker Cheese Co. Following Walker's death in 1935, the Fred Walker Company was absorbed by Kraft Walker Cheese Co., a subsidiary of Kraft Co.
In a two-year campaign to promote sales, Vegemite was given away free with Kraft Walker cheese products, and this was followed by poetry competitions with imported American Pontiac cars as prizes. Sales improved, and in 1939, Vegemite was officially endorsed by the British Medical Association as a rich source of B vitamins. During World War II, Vegemite was included in Australian Army rations, and by the late 1940s, it was used in nine out of ten Australian homes.
Vegemite's popularity continued to grow in the 1950s and 1960s, and it became a distinctively "Australian" food, despite being owned by an American company. In 1954, Vegemite produced the catchy radio jingle, "We Are Happy Little Vegemites", which turned into a television commercial two years later, gaining even wider popularity for this breakfast spread.
Today, Vegemite is a part of Aussie culture, with approximately 22 million jars sold every year, 98% of which are sold in Australia. It is an ingredient in many Australian lunchboxes and is often eaten on toast or crackers with butter or margarine. It is also used as a filling for pastries and in more exotic dishes. Vegemite's links to nostalgia are evident in contemporary advertising campaigns, which often hark back to the original "happy little Vegemites" ad of the 1950s.
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Vegemite's taste and serving suggestions
Vegemite is a thick, dark brown Australian food spread made from leftover brewer's yeast extract with various vegetable and spice additives. It is salty, slightly bitter, malty, and has an umami flavour similar to beef bouillon. It is often likened to Marmite, soy sauce, or a stock cube.
Vegemite has a strong flavour, and a little goes a long way. It is typically spread thinly on buttered toast or crackers. Some people mix a small amount of Vegemite into butter and then spread it on toast to avoid getting concentrated sections of Vegemite. It can also be used as a filling for sandwiches, pastries, and crumpets.
For those who are new to Vegemite, it is recommended to start with a very small amount and gradually adjust to the flavour. It can also be used in cooking as a stock base for soups or added to congee, pho, or rice.
Over the years, Vegemite has released different formulations and flavours, including a milder version for children called "My First Vegemite", which contains additional vitamins and 50% less sodium. There is also a Reduced Salt version for those concerned about sodium intake. In 2009, Vegemite Cheesybite was released, combining Vegemite with Kraft cream cheese for a milder, less salty taste. Vegemite Blend 17, released in 2017, promised a "richer bolder taste" at double the price of the standard product.
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Vegemite's health benefits
Vegemite is a popular food spread in Australia, with approximately 22 million jars sold annually, 98% of which are purchased within the country. It is made from yeast extract and has a strong, unique, salty flavour. While it is a beloved part of Australian culture, it is also an acquired taste, and many tourists find it unpalatable.
Vegemite has several health benefits, which are detailed below:
Rich in B Vitamins
Vegemite is packed with B vitamins, including thiamine (B1), riboflavin (B2), niacin (B3), folate (B9), and vitamin B12 (in fortified versions). These vitamins support nerve function, skin and eye health, energy production, digestion, cholesterol, brain function, cell growth, and DNA formation. The B vitamins in Vegemite are water-soluble and play a key role in metabolic processes that energize the body. Additionally, folate is essential for pregnant women as it helps prevent neural tube birth defects.
Reducing Anxiety and Stress
Research from Victoria University suggests that people who consume yeast-based spreads like Vegemite have lower levels of stress and anxiety compared to those who don't. The key factor is believed to be the B vitamins in Vegemite, as a deficiency in these vitamins has been linked to depression.
Heart Health
The niacin (B3) in Vegemite can help reduce "bad" LDL cholesterol, which is beneficial for heart health. However, it is important to consult a doctor regarding the appropriate amount to consume, as excessive niacin can be dangerous. Additionally, the high sodium content of Vegemite may negatively impact blood pressure and increase the risk of heart disease.
Migraine Reduction
Studies indicate that the vitamin B2 (riboflavin) in Vegemite may help reduce the frequency of migraines for those who experience them.
Supporting Recovery from Alcohol Dependence
Thiamine (B1) in Vegemite may help some individuals reduce their heavy drinking. Research shows that thiamine supplementation can be particularly beneficial for women suffering from alcohol dependency.
While Vegemite offers these health benefits, it is important to consume it in moderation due to its high sodium content. A thin spread on whole grain bread with lighter toppings is recommended to stay within safe limits.
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![Vegemite (7.7 ounce) by Vegemite [Foods]](https://m.media-amazon.com/images/I/514fm2IwHwL._AC_UL320_.jpg)
Vegemite's popularity outside Australia
Vegemite is a thick, dark brown Australian food spread made from yeast extract and various vegetable and spice additives. It is commonly spread on toast, sandwiches, crumpets, and crackers, and is also used as a filling for pastries. Vegemite was developed in Melbourne, Victoria, in 1922 and was first sold in stores in October 1923. While it is widely enjoyed in Australia and by Australian expatriates, its popularity outside of Australia varies.
In the United States, Vegemite has never gained widespread popularity. However, it can still be purchased at supermarkets that stock imported food items. There was even a rumour in 2006 that Vegemite had been banned in the US due to its high folate content, a B vitamin approved as an additive in only a few foods. This rumour was later dispelled by the US Food and Drug Administration, which stated that there were no plans to ban the import or sale of Vegemite in the country.
In the United Kingdom, a similar product called Marmite, which is also a yeast-based spread, is more commonly used as a soup base and is quite popular. Vegemite may not have gained as much traction in the UK market due to the dominance of Marmite.
While there is limited information on the popularity of Vegemite in other parts of the world, it is known that Vegemite is owned by Bega Cheese Limited (Bega) and is available for purchase through their website, which may indicate that it is accessible and consumed in other countries where online orders can be placed. Additionally, with the rise of globalisation and international travel, it is possible that Vegemite has gained some recognition and consumption beyond Australia and Australian expatriate communities.
Overall, while Vegemite is an iconic and beloved food item in Australia, its popularity outside of Australia seems to be limited, with some availability in the United States and the presence of similar products, like Marmite, in other markets.
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Vegemite's merchandise
Vegemite is a popular spread in Australia, with approximately 22 million jars sold annually, 98% of which are purchased in Australia. It is an acquired taste, but for many Australians, it is a part of their daily diet.
Vegemite has inspired a range of merchandise, including t-shirts, posters, stickers, and home decor items. Vegemite fans can also find gift sets, personalised jars, and even a Vegemite surfboard on the official Vegemite website. The brand offers free shipping for orders over $99 AUD within Australia and New Zealand, excluding certain items like the Vegemite surfboard.
Redbubble, an online marketplace, also offers a variety of Vegemite-themed merchandise, including t-shirts, posters, stickers, and home decor items designed and sold by independent artists worldwide.
The popularity of Vegemite in Australia has led to its integration into various aspects of Australian culture, including a catchy radio jingle, "We are Happy Little Vegemites," which later became a television commercial in the 1950s and gained even wider popularity for this breakfast spread.
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Frequently asked questions
Vegemite is very popular in Australia. It is present in over 90% of the country's homes and is considered a distinctively Australian food.
Approximately 22 million jars of Vegemite are sold every year, with 98% of those sales being in Australia.
Vegemite is made from yeast extract and various vegetable and spice additives. It is vegan, kosher, halal, and high in B vitamins.
Vegemite is commonly spread thinly on buttered toast or crackers. It is also used as a filling for pastries and sandwiches, and as an ingredient in cooking.
Yes, Vegemite has a very strong and unique salty flavour that is an acquired taste. It is often disliked by those outside of Australia, but for Australians who are raised on it as children, it becomes a part of their everyday diet.
