Vegemite has unveiled a bold new look, shaking up its much-loved packaging in honour of a very special occasion.
The iconic spread has announced it will undergo a makeover this week to celebrate its 100-year anniversary, ahead of Vegemite’s 100th birthday on October 25.
The rollout, which hit shelves on Friday, will include three limited edition 380g jars and a limited edition 350g squeezy bottle, each featuring a commemorative design inspired by the Vegemite labels of yesteryear.
The “100 Mitey years” celebration will include limited edition jars with a label inspired by the red-and-black label of the very first Vegemite jar, developed in 1925 when the Fred Walker Company invited Australian chemist Cyril Callister to develop a tangy new spread from brewer’s yeast.
A second collector’s edition jar is inspired by the red, black and yellow Art Deco stripes of 1930s Vegemite packaging, as a tribute to the decade that saw Vegemite become an Aussie pantry staple enjoyed at breakfast, lunch and tea. This design will also be available in squeezy bottle form.
The final collector’s edition jar is inspired by the 1960s, when Aussies’ love for Vegemite reached new heights. This pared-back red-and-yellow design paved the way for the iconic jar Aussies know and love today.
The 100th birthday jars present a chance for Aussies to own a piece of history from Vegemite’s centennial year — and a piece of Australian history as a result, Vegemite’s owner, Bega, said.
Bega Foods General Manager Marketing Mark Gray said Australians’ love of the spread “runs deep”.
“It is hard to believe Vegemite is turning 100 ‘Mitey’ years this year. We’re proud to continue to produce over 20 million jars of Vegemite each year,” he said.
The new designs have rolled off the production line at Bega’s Port Melbourne facility and will be available at Coles, Woolies and independent supermarkets from Friday.
Bega estimates the limited edition jars will be available until November, but it’s best to be quick — once they’re gone, they’re gone forever.
