Vegemite has unveiled its first new product in six years, launching Vegemite Kids, a milder version of the iconic Australian spread aimed at younger consumers and families looking for lower-sodium options.
The new spread is now available nationwide at Coles, Woolworths and other retailers for $5.70 per 220g jar. Developed over an 18-month period, Vegemite Kids contains 50% less salt than the original recipe and removes artificial colour c150 while retaining the B vitamins that have long been associated with the brand.
The launch comes as food manufacturers increasingly respond to consumer demand for products with fewer additives and reduced sodium. Vegemite says feedback from parents and non-users played a major role in developing the new product, particularly from people who found the traditional spreadâs flavour too strong.
Why Vegemite Created a Kids Version
According to Vegemite Senior Brand Manager Tegan Froud, the goal was to create a product that remains unmistakably Vegemite while being more approachable for younger taste buds. The company found that some consumers were avoiding the spread because of its bold taste and high salt content, creating an opportunity for a milder alternative.
While the flavour has been softened, Vegemite Kids still delivers the familiar yeast-based taste Australians know. Importantly for existing fans, Froud confirmed there are currently no plans to alter the original Vegemite recipe, which remains unchanged despite growing interest in lower-salt foods.
The launch reflects broader trends in grocery aisles, where shoppers are paying closer attention to ingredients, additives and nutritional labels. Similar conversations around healthier food choices have gained attention during World Food Safety Day 2026, as consumers increasingly look for transparency in everyday products.
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A Return to a Familiar Strategy
This is not Vegemiteâs first attempt to create a product aimed at children. In 2011, the brand introduced My First Vegemite, a milder formulation designed for toddlers over one year old that also contained 50% less sodium and added vitamin B. However, that product was discontinued the following year.
Long-time Vegemite fans may also remember the companyâs 2009 launch of iSnack 2.0, a Vegemite and cream cheese blend that received widespread criticism before eventually being renamed Cheesybite after a public vote. The product remains available today as Vegemite & Cheese, made with Bega cream cheese.
Bega Group acquired Vegemite as part of its purchase of Kraftâs Australian grocery business in 2017, taking ownership of several well-known pantry brands and the Port Melbourne manufacturing facility where Vegemite continues to be produced.
Today, the Vegemite range includes Original Vegemite, Vegemite Kids, Vegemite 40% Salt Reduced and Vegemite Gluten-Free.
Nutrition experts have welcomed some of the changes. Paediatric nutritionist Mandy Sacher said the removal of artificial colour c150 reflects growing consumer demand for cleaner-label supermarket staples. She noted that while Vegemite remains a relatively salty product, lower-sodium options can help families make more informed choices.
The introduction of Vegemite Kids has already generated strong reactions online. Some Australians see it as a practical option for children and first-time Vegemite eaters, while others argue the original flavour is an essential part of the countryâs food culture. Regardless of where consumers stand, the launch has successfully placed one of Australiaâs most recognisable brands back in the spotlight.
The move also highlights how established food companies are adapting to changing consumer expectations, a theme increasingly shaping conversations across the food industry and events such as World Sustainable Gastronomy Day 2026, which emphasizes the future of responsible food production and consumption.
Source: Nine.com.au
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