Vegemite Kids Released With 50% Less Salt as Brand Launches First New Product in Six Years

Vegemite has introduced Vegemite Kids, the brand’s first major product launch in six years, giving Australian families a new option designed specifically for younger taste buds. The spread features 50% less salt than the original Vegemite, removes artificial colour c150 and keeps the B vitamins that have made the iconic breakfast staple a household favourite for generations.

The new product is rolling out nationwide through Coles, Woolworths and other supermarkets with a recommended retail price of $5.70 for a 220g jar. The launch follows around 18 months of product development by owner Bega Group, which says the recipe was shaped by feedback from parents and people who found the traditional Vegemite too intense.

Rather than replacing the original spread, Vegemite Kids expands the range at a time when Australian shoppers are paying closer attention to sodium levels, ingredient lists and everyday nutrition. The classic Vegemite recipe remains unchanged.

Why Vegemite developed a new recipe

According to Vegemite Senior Brand Manager Tegan Froud, the company wanted to create a version that still tastes recognisably like Vegemite while being easier for children and first-time users to enjoy. Consumer research suggested some households avoided the spread because of its strong flavour profile and relatively high salt content.

The result is a recipe that softens the traditional taste without moving away from the product’s yeast-based identity. Bega has confirmed there are no plans to reformulate the original Vegemite, which remains one of Australia’s best-known grocery brands.

The launch reflects a wider shift across supermarket shelves, where food manufacturers are introducing products with cleaner ingredient lists and lower sodium levels while maintaining familiar flavours. Similar conversations around healthier everyday food choices have become more common following initiatives such as World Food Safety Day 2026.

Not the first child-focused Vegemite product

Vegemite has experimented with products aimed at younger consumers before. In 2011, the company introduced My First Vegemite, which also featured significantly reduced sodium and was marketed for toddlers over one year old. Despite attracting attention at launch, the product was discontinued roughly a year later.

The company has experienced other high-profile product launches over the years. One of the most memorable was iSnack 2.0 in 2009, a Vegemite and cream cheese blend that drew criticism over its name before being rebranded as Cheesybite through a public vote. The spread later evolved into today’s Vegemite & Cheese range, produced using Bega cream cheese.

Ownership of the Vegemite brand changed in 2017 when Bega Group purchased Kraft Heinz’s Australian grocery business. The acquisition included the Port Melbourne manufacturing facility, where Vegemite continues to be produced for Australian and international markets.

Today’s product lineup now includes Original Vegemite, Vegemite Kids, Vegemite 40% Salt Reduced and Vegemite Gluten-Free, giving shoppers more choice than at any point in the brand’s history.

Health experts welcome lower-sodium choice

Paediatric nutritionist Mandy Sacher said removing artificial colour c150 and reducing sodium reflects changing expectations among families shopping for everyday pantry staples. While she noted Vegemite remains a salty food compared with many spreads, she said products with lower sodium can provide parents with additional options when introducing children to familiar foods.

Nutrition specialists generally recommend looking at an overall diet rather than judging individual foods in isolation. Vegemite is typically eaten in small quantities, meaning portion size remains an important factor when considering sodium intake.

Early reactions online have been mixed. Some parents have welcomed a milder version that may appeal to younger children, while many long-time Vegemite fans argue the original bold flavour is part of the brand’s identity and should remain untouched.

For Bega, the launch represents more than simply adding another product to supermarket shelves. It demonstrates how established Australian food brands are adapting to changing consumer expectations without abandoning the products that built their reputation. As demand grows for cleaner labels and reduced-sodium alternatives, introducing new variations instead of replacing iconic recipes has become an increasingly common strategy across the food industry.

Source: Nine

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