So Vegemate never made the grade. And I mean, why would it? Clearly I’m not hip or cool enough. I wasn't aiming my pitch it at the right generation apparently.

Well guess what Kraft, you unAustralian owned company. I buy for the next generation because at the moment, unless child slave labour makes a comeback, they don’t have the coin to go grocery shopping and choose the spreads in this household. Sure, this may sound like a bitter attack just because our awesome name, Vegemate (see it was so clever because we kept the Vege part, but put mate in it, all Australian like) arggh forget it. Clearly it sucked.

What about the new jingle for this new Vegemite related product?

Will it go like this?

(Sing this to the Vegemite Jingle) “We’re happy little iSnack2.0 mites as cool and edgy as can be. We all enjoy our iSnack2.0 for breakfast but that’s about it because now it’s got cream cheese with it, it’s not longer fat free”

The name iSnack2.0 just weird’s me out. It sounds like a robot. I totally understand its reference to all iPod and iphone related gadgets. I also get the cool factor of all things Apple. It is my equivalent of how rad I thought the Commodore 64 was in the mid 80’s. I also thought teasing the bejesus out of my fringe and wearing a midriff top with a massive YES emblazoned across the front in fluorescent pink was an awesome idea too. Not so much.

And let’s face it, if this unnecessary vegemite half-cast is anything like the iphone, it will need an upgrade in 2 months, explode in a random persons eye for no good reason and then have to be released as iSnack3.0 in a year’s time with tons more features and leave all of those who bought a 12 month supply of the original version with a bad taste in their mouth.