VEGEMITE has launched 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,” said the brand.

VEGEMITE Kids is the biggest innovation to launch since VEGEMITE Squeezy in 2020.

“Designed specifically for younger tastebuds, it is milder in flavour when taste tasted alongside Original Vegemite with a smooth texture easy for children to spread. It is also crafted with 50% less salt, compared to the Original Vegemite, and has 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 the range 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 retains 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!” said Ms Froud.

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.

VEGEMITE Kids 220g is available at Coles and Woolworths nationwide, in the spreads aisle alongside the rest of the VEGEMITE range.