Saturday, June 15, 2024

Vegemite turns 100

Wednesday, 25 October marked a day for the history books when Aussie icon Vegemite celebrated its 100-year milestone anniversary.

In 1923, an estimated 5.6 million people lived in the country[1]. Construction had just begun on the Sydney Harbour bridge[2], a phone line was being built between Sydney and Brisbane, and Fred Walker from the Fred Walker Company along with a young chemist named Dr. Cyril Callister created the brainchild that is known today as Vegemite.

As the 20th century progressed, Vegemite, the “adored” spread became synonymous with the Aussie way of life.

“We became Australia’s favourite national dish, we were the first product scanned at an Australian supermarket, we started to feature in songs, movies and on your PJs, left, and returned into the hands of Aussie ownership, had a street named after us and we put a rose in every cheek with the launch of Happy Little Vegemites”, according to the brand.

“At breakfast, lunch, and tea, through good times and bad times, and everything in between, we captured the hearts and taste buds of the nation. Australia as we know it wouldn’t be the same without us.

“Thank you for choosing us through it all. For defending our unique taste to your mates around the world, for displaying us in your homes with pride, for holding us in your memories, for taking us along as your travel companion, and letting us be a part of your journey for the last 100 years.

“While Australia has been ever-changing over this time, one thing has remained the same – your unwavering love for Vegemite.

“One thing we know for sure is that Vegemite’s future is bright. To the current and future generations, we look forward to fueling you for the next 100 years. And beyond.”

“The sense of pride when Vegemite returned to Aussie hands in 2017 was immense. The response from the country to bringing the brand home was fantastic, and Bega Group was incredibly proud to have achieved this”, says Bega Group Executive Chairman Barry Irvin.

“It takes a fair bit for a brand to be around for 100 years. It’s not a milestone that you can reach alone. To all of Vegemite’s family, friends, and supporters – thank you. Vegemite couldn’t have made it to 100 without you”.

“Vegemite has been bringing a smile to faces since 1923, and we’re incredibly proud to be celebrating 100 years of its iconic status in Australia”, says Bega Group Executive General Manager Adam McNamara.

“Vegemite has been with me through so many of my important milestones. As a reminder of home while I’ve been travelling – to my very own Bartymite jar. I’m proud to be part of Vegemite’s story and thrilled to be raising a toast this famous Aussie icon today as it celebrates its 100th birthday”, says Vegemite ambassador Ash Barty.

Following the success of Vegemite’s fine silver mini jar range, Vegemite has revealed a new collectible item that joins its impressive line up to date – 1000 1oz fine silver collectables in the shape of a toast.

The fine silver toast is on sale from 9am ADST on Thursday, 26 October at vegemite.com.au/store.

Vegemite’s Mitey Merch store is delighting fans further with a whole spread of 100th birthday items dropping just in time to celebrate the brand’s centenary.

[1] National Library of Australia. The Register, Monday 24 September 1923, p.8. trove.nla.gov.au/newspaper/article/65033870. Last accessed October 3, 2023.

[2] National Museum of Australia. nma.gov.au/defining-moments/resources. Last accessed October 3, 2023.

1oz fine silver sculpture in the shape of a toast.

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