How long did it take to get the vegemite taste right?
I don’t know how long it took to get the taste right but it took 14 years for it to become popular. Now nearly all of us have a jar in the pantry or fridge. Here’s what it says on the website; In 1922, a Melbourne man called Fred Walker (who started the Fred Walker Company which eventually became Kraft Foods Limited in Australia) had the bright idea of using yeast extract left over from the manufacture of beer to create a wonderful source of vitamin B and a tasty new spread that every Australian will grow up with. But it took many years before the product became a success. Fortunately Fred was a determined and clever marketer as we’ll see. It took 14 years of perseverance from Fred Walker before Vegemite became a regular item on Australian shopping lists. It was launched in 1923 with the promise that it was “delicious on sandwiches and toast, and improves the flavour of soups, stews and gravies”. He certainly got that bit right. In 1935, a jar of Vegemite was given away with every purc
